Effect of Marketing Mix on The Performance of Small and Medium Enterprises in Zamfara State

Abstract

Small and Medium Enterprises, like larger enterprises, consistently encounter the imperative to address the obstacles that result from the dynamic marketplaces and ongoing rivalry they face at national, regional, and global levels. This study aimed to investigate the effect of marketing mix on the business performance of small and medium-sized enterprises (SMEs) in Zamfara state, Nigeria. This study employed a descriptive research approach and targeted a population of 297 small and medium-sized enterprises (SMEs) located in Zamfara state. The convenience sample approach was employed to pick the SME. Data was gathered through a questionnaire and analysed using the Statistical Package of Social Scientists (SPSS). The findings were summarised using statistical measures of dispersion, and the data was presented using tables, graphs, and frequencies. The study revealed a positive and significant correlation between business success and many strategies, namely product strategy, people strategy, and physical evidence strategy. The study discovered that price and process strategies had a favourable but statistically insignificant effect on the commercial performance of small and medium-sized enterprises (SMEs). The study suggests that SMEs should prioritize marketing mix techniques that have the greatest effect on performance. Additionally, it proposes several pricing strategies that can affect their success. Additional research should be conducted in industries beyond the SME sector to validate the findings of this study.