EFFECT OF MARKETING STRATEGIES ON SALES PERFORMANCE OF SELECTED SMALL AND MEDIUM ENTERPRISES IN ABIA STATE, NIGERIA.
This work was an extensive analysis of the effect of marketing strategies on the sales performance of selected small and medium enterprises in Abia state, Nigeria. The objectives are to examine the effect of pricing policy on the sales volume of selected small scale enterprises; ascertain the product branding strategies for the product availability of selected small scale enterprises; examine the effect of promotional strategies on product positioning of selected small scale enterprises; and to analyze any existing relationship between product strategies and sales growth of selected small scale enterprises in Abia state. The study adopted survey design research. The opinions of the respondents were elicited in the research process. A well-structured questionnaire was used to collect primary data from the respondents. Such helped to elicit the opinion of the respondents. The primary data(survey) from the respondents were analyzed using Pearson Product moment correlation and Multiple Regression models. However, objective (i) was analyzed using multiple regressions; while objective (ii), (iii) and (iv) were analyzed using correlation. The conclusions from the research findings were that the pricing strategy, promotion strategy and branding strategy has strong and positive relationship with the sales growth of selected small scale enterprises. Also, quantity sold, branding, product price and availability were significant and positively affects the sales growth of the selected small scale enterprises. However, the study recommended that there should be carefulness in the area of pricing of the selected small scale enterprises. Also, the advertising and sales promotion efforts and campaign should be increased. Product branding should be strategized in a way to achieve more of differentiation and positioning.