Effect of Application of Marketing Mix Strategy on Performance of Small and Micro Scale Enterprises in Osun State, Nigeria
Journal Title: Scholars Journal of Arts, Humanities and Social Sciences - Year 2016, Vol 4, Issue 2
Abstract
The purpose of this study was to examine the application of marketing mix strategy and its effects on organizational performance of small and micro scale enterprises in Osun State. The study sought to investigate the effect of the application or otherwise on performance indicators like profit level, sales volume, and market coverage. The study was conducted on three purposefully selected areas of Osun state namely; Ile-Ife, Ilesa and Osogbo. Primary data were used for this study. The primary data were collected through the use of the questionnaire. Descriptive statistics such as frequency distribution, percentages, and arithmetic mean were used to highlight the variables and non-parametric statistics were used to test the hypotheses. The result of the finding revealed that application of marketing mix strategy to a very large extent, boosts performance of small and micro scale enterprises. About 72% (146) of the sampled population had high application and 138 of them agreed that performance indicators were on the increase. From the findings, the study concludes that application of marketing mix strategies by enterprises goes a long way to improve performance of these enterprises. Keywords: Application, Marketing mix, Effects, Performance, Strategy, Small Scale Enterprises.
Authors and Affiliations
Dionco-Adetayo E. D, Abasilim Angela Nneka
Keywords
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