International Journal of Research and Innovation in Applied Science (IJRIAS) | Volume V, Issue VI, June 2020 | ISSN 2454-6194

Effects of Marketing Strategies on the Performance of Small Business Entrepreneurs in Aba, Nigeria 

 Nwaeze Chinweoke1, Nwadike Chijioke Emmanuel2, Ufomadu Ogechukwu Abel3, Nwankpa Linda Oluchi3
1 Department of Banking and Finance, Abia State Polytechnic Aba, Abia State, Nigeria
2 Department of Financial Management Technology, Federal University of Technology, Owerri, Imo State, Nigeria
3 Department of Accountancy, Abia State Polytechnic Aba, Abia State, Nigeria

Abstract: – Small business entrepreneurs operate in a very competitive environment in Nigeria which invariably affects their survival. This study specifically examined the effect of marketing strategies (product quality, relationship marketing, pricing and marketing communication) on the performance of selected small business entrepreneurs engaged in laundry and dry-cleaning business in Aba Metropolis, Abia State, Nigeria. The study adopted the survey research design. A total of 120 questionnaires were distributed to laundry and dry-cleaning service operators. 90 were completed and returned, thus forming the sample size of this study. Data obtained were presented in table form and analyzed using simple percentage analysis method. Findings of the study revealed that product quality strategy, pricing strategy and relationship marketing strategy had significant effect on the business performance of small business entrepreneurs while marketing communication had no significant effect on the business performance of small business entrepreneurs in Aba, Nigeria. Thus, the study recommended amongst others the need for small business entrepreneurs to ensure that their products and services are of very high quality, command friendly prices and as well maintain close relationship with their clients.
Keywords: Business, Entrepreneur, Marketing Strategy, Clients.