IMPACT OF MARKETING STRATEGIES ON THE PERFORMANCE OF SMES IN KANO STATE, NIGERIA

Abstract

The study aims at assessing the impact of marketing strategies on the performance of SMEs in kano state, Nigeria. This current study used a cross sectional survey design. The sample has been chosen from the total population of 2441 to represents the sample size of the study in order to come up with various opinions on the subject matter of the research so as to make reasonable generalization to the whole population. These were drawn using Kriejcie and Morgan (1970). The researcher selected three hundred and thirty-one (331) Small and medium enterprises in Kano State and Distributed within the six-industrial area of Kano State.  Descriptive statistics such as mean, percentage, frequency and inferential techniques such as correlation and multiple regressions were employed in analyzing the data for the study. The descriptive statistics results revealed that 57% of the respondents were male. It also revealed that 43.2% of the respondents fell within age bracket of 21-30. With respect to the educational status of the respondents majority of them had primary/secondary certificate. 56.5% of the respondents indicated that they had a working experience of <10 years in the enterprise. With regards to the type of business of the enterprise, majority of the respondents were sole proprietors (sole owned business) which accounted for 56.8%. With respect to the number of employees, most of them have less than 50 employees which accounted for 53.2%. from the Age of the business, majority of their businesses (52.6%) aged. From the correlation matrix, it revealed that, most of the independent variables (marketing strategies variables) were positively and strongly correlated with the dependent variable (performance). coefficient table shows the constant beta value (β) and the p-value of the variables to examine the significance of the hypothesis. The significance level of each variable (P-value) and their standardized coefficients are, (0.060, 0.403), (0.059, 0.308), (0.069, 0.234), (0.035, 0.466) and (0.685, 0.060). respectively. The p-value of all the independent variables except for package is significant. It concluded that, other researchers to examine the research model of this study in other sectors which will be helpful for generalization purposes. The study recommended that products, promotion, place and price have significant impact on the performance of SMEs in the study area.