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EFFECTS OF MARKETING MIX STRATEGY ON PERFORMANCE OF SMALL SCALE BUSINESSES IN MAIDUGURI METROPOLITAN, BORNO STATE NIGERIA
Abstract
The study was designed to examine the effect of Marketing Strategy on Performance of Small Scale Business in Maiduguri, Borno State, Nigeria. The objectives of the study are to explore how Marketing mix elements are managed and they impacted on the performance of small scale enterprises in Maiduguri. Method of data collection consists of primary and secondary sources. Method of data analysis utilized was multiple regression. The study found that marketing strategy (product, price, promotion and place,) were significantly independent and joint predictors of business performance. Each one has its unique contribution and impact to the performance of the small Businesses. This also shows the importance of the marketing strategy no matter how small the Business may be. Its performance is proportionately depends and goes with the marketing strategy applied. The study therefore recommends that since small Businesses have high potential and opportunity for growth, instituting appropriate and adequate measures of marketing strategy in their Business practice will go a long way in Business success.
Keywords: Marketing Mix, Marketing Strategy, Small Scale Enterprises, Performance