The impact of the promotional mix on the enhanced performance of small and medium-sized enterprises (SMEs) in Talata Mafara Local Government, Zamfara State

Abstract

Promotional mix strategies are crucial for organisations aiming to thrive in the fiercely competitive marketing landscape, particularly in the Fast-moving consumer goods industry, which is characterized by the rapid sale of products at very low prices. Most products in the fast-moving consumer goods business are consumed by every household in a particular economy, resulting in intense rivalry. To remain competitive and meet evolving consumer demands and preferences, organisations worldwide must use effective promotional tactics to drive growth internationally. These initiatives aim to raise awareness and boost usage rates of their products and services. The findings of demonstrate that the promotional mix, including advertisements, sale campaigns, public relations, and personal sales, has a notable impact on the performance of small and medium-sized enterprises (SMEs). Consequently, recommendations are provided for both academia and industry regarding this matter.