IDEAS home Printed from https://ideas.repec.org/p/osf/osfxxx/vk7de.html
   My bibliography  Save this paper

Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs

Author

Listed:
  • Amin, Hindu Jibril

Abstract

Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. Specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of SMEs, determine the influence of place marketing strategy on business performance of SMEs, evaluate the effect of product marketing strategy on the business performance of SMEs in Abuja. Sample size of 339 was drawn from a population of 2825 which comprised of all the SMEs in Abuja registered by SMEDAN. Regression analysis was used and results presented in tables and figures. The findings obtained revealed that the most adopted marketing strategy was product strategy which contributed the most to the model. There was a positive relationship between the study variables,( promotion, pricing, place and product strategies), implying that the application of marketing strategies positively influenced SME performance in Abuja. The research concluded that the performance of SMEs in Abuja was positively influenced by marketing strategies. Recommendations were made which stated that SMEs should produce quality products, charge equitable price, position suitably, and promote extensively to the final consumers.

Suggested Citation

  • Amin, Hindu Jibril, 2021. "Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs," OSF Preprints vk7de, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:vk7de
    DOI: 10.31219/osf.io/vk7de
    as

    Download full text from publisher

    File URL: https://osf.io/download/605dfd2c22950300ae6eb42f/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/vk7de?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Diem Nguyen & Vicki McCracken & Ken Casavant & Eric Jessup, 2011. "Geographic location, ownership and profitability of Washington log trucking companies," Regional Science Policy & Practice, Wiley Blackwell, vol. 3(2), pages 115-125, June.
    2. A. B. Ibrahim & J. R. Goodwin, 1986. "Perceived Causes of Success in Small Business," Entrepreneurship Theory and Practice, , vol. 11(2), pages 41-50, October.
    3. Anthony Abiodun Eniola & Harry Entebang, 2015. "Government Policy and Performance of Small and Medium Business Management," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(2), pages 237-248, February.
    4. Shelby D. Hunt, 2015. "The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 61-77, December.
    5. M. Kamil Kozan & Levent Akdeniz, 2014. "Role of Strong versus Weak Networks in Small Business Growth in an Emerging Economy," Administrative Sciences, MDPI, vol. 4(1), pages 1-16, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Noraishah Kamarolzaman & Intan Maizura Abd Rashid & Nor Hamiza Mohd Noor & Nor Azmawati Husain & Mazlina Ismail, 2023. "A Review from the Malaysian Perspective on Factors Influencing Sustainable Entrepreneurship in Small and Medium-Sized Enterprises ((SMEs)," Information Management and Business Review, AMH International, vol. 15(4), pages 275-283.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ahrens, Jan-Philipp & Landmann, Andreas & Woywode, Michael, 2015. "Gender preferences in the CEO successions of family firms: Family characteristics and human capital of the successor," Journal of Family Business Strategy, Elsevier, vol. 6(2), pages 86-103.
    2. Johannes Habel & Sascha Alavi & Nicolas Heinitz, 2023. "A theory of predictive sales analytics adoption," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 34-54, June.
    3. Shelby D. Hunt, 2017. "Strategic marketing, sustainability, the triple bottom line, and resource-advantage (R-A) theory: Securing the foundations of strategic marketing theory and research," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 52-66, June.
    4. Mohammed Ali Alqassabi, 2020. "Insights on Sustainability of Small and Medium Enterprises in Oman: A Conceptual Framework," International Journal of Economics and Financial Issues, Econjournals, vol. 10(1), pages 209-218.
    5. Sundar Bharadwaj, 2015. "Developing new marketing strategy theory: addressing the limitations of a singular focus on firm financial performance," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(3), pages 98-102, December.
    6. Jackson André da Silva & Nério Amboni & Anacleto Ângelo Ortigara & Alexandre Marino Costa, 2014. "Business DNA: an Analysis of Micro and Small Companies in the State of Santa Catarina," Brazilian Business Review, Fucape Business School, vol. 11(2), pages 115-134, March.
    7. Man, Thomas W. Y. & Lau, Theresa & Chan, K. F., 2002. "The competitiveness of small and medium enterprises: A conceptualization with focus on entrepreneurial competencies," Journal of Business Venturing, Elsevier, vol. 17(2), pages 123-142, March.
    8. James J. Chrisman & Alan Bauerschmidt & Charles W. Hofer, 1998. "The Determinants of New Venture Performance: An Extended Model," Entrepreneurship Theory and Practice, , vol. 23(1), pages 5-29, October.
    9. Haitham Alhnaity & Ayed Almuala & Ali Kh Elmasri, 2018. "The Role of Government Intervention as a Moderating Variable in the Relationship between Entrepreneurial Networks and Business Owners’ Performance in Jordan," Asian Journal of Economics and Empirical Research, Asian Online Journal Publishing Group, vol. 5(1), pages 93-98.
    10. Stephen Makau Muathe & Eunice Dushime & Lucy Kavindah, 2023. "Elevating SMEs Performance through Entrepreneurial Innovation and Government Regulations in Bujumbura, Burundi," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(5), pages 194-208, May.
    11. Gupta, Himanshu & Barua, Mukesh Kumar, 2016. "Identifying enablers of technological innovation for Indian MSMEs using best–worst multi criteria decision making method," Technological Forecasting and Social Change, Elsevier, vol. 107(C), pages 69-79.
    12. Rajan Varadarajan, 2015. "Strategic marketing, marketing strategy and market strategy," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 78-90, December.
    13. Robert N. Lussier & Sanja Pfeifer, 2000. "A Comparison of Business Success versus Failure Variables between U.S. and Central Eastern Europe Croatian Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 24(4), pages 59-67, July.
    14. Richard B. Carter & Howard E. Van Auken, 1991. "Personal Equity Investment and Small Business Financial Difficulties," Entrepreneurship Theory and Practice, , vol. 15(2), pages 51-60, January.
    15. Issham Ismail & Robitah Spian & Goh Kong Tay, 2012. "Entrepreneurial Motivation Linking Entrepreneurial Motivation, Related Experience, Environment Hostility with Financial Success," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(1), pages 150-161, January.
    16. Alex Maritz & Dennis Foley, 2018. "Expanding Australian Indigenous Entrepreneurship Education Ecosystems," Administrative Sciences, MDPI, vol. 8(2), pages 1-14, June.
    17. Neil A. Morgan, 2015. "Commentary on Shelby Hunt’s “The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare”," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 91-97, December.
    18. Grimmer, Louise & Grimmer, Martin & Mortimer, Gary, 2018. "The more things change the more they stay the same: A replicated study of small retail firm resources," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 54-63.
    19. Mohammed S. Chowdhury & Zahurul Alam & Md. Ifttekhar Arif, 2013. "Success Factors of Entrepreneurs of Small and Medium Sized Enterprises: Evidence from Bangladesh," Business and Economic Research, Macrothink Institute, vol. 3(2), pages 38-52, December.
    20. Neba Bhalla & Inderjit Kaur & Rakesh Kumar Sharma, 2022. "Examining the Effect of Tax Reform Determinants, Firms’ Characteristics and Demographic Factors on the Financial Performance of Small and Micro Enterprises," Sustainability, MDPI, vol. 14(14), pages 1-18, July.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osf:osfxxx:vk7de. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: OSF (email available below). General contact details of provider: https://osf.io/preprints/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.