Effect of marketing strategies on sales performance of small and medium scale enterprises in Jalingo Metropolis, Taraba State

Abstract

The broad objective of this study was to examine the Effect of Marketing Strategies on Sales Performance of Small and Medium Enterprise s in Jalingo Metropolis, Taraba State. The study adopted descriptive survey design with a population of 1,691 subjects and sample size of 315 cases determined with the aid of Krejcie & Morgan Sample Size Table. The study adopted stratified random sampling technique to draw the sample. Questionnaire was used as data collection instrument, while Multiple Regression statistical techniques was employed to analyze the data with the aid of Software Package for Social Sciences (SPSS) version 23. The study found that Product Strategy has statistically significant effect on Sales Performance of SMEs in Jalingo Metropolis. Similarly, the study also found that Price strategy has statistically significant effect on Sales Performance of SMEs in Jalingo Metropolis. Therefore, the study concludes that Marketing Strategies predict Sales Performance. The implication of these findings to SMEs operators is that improvements in either product or price or both strategies will improve the level of sales. Based on the findings, the study recommended that SMEs Owners/Managers should establish and implement a comprehensive integrated product strategies that are customer-centric by providing customised products and request-based-products which will help in satisfying customer specific demands and needs. SMEs should also consider, as a policy matter, adopting regular price review practice to align with current economic realities infused with customer-perceived price to boost sales performance.