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ABSTRACT
The study determined the influence of effective marketing strategies on the sustainability of small and medium sized enterprises. Four research questions were raised to guide the study.
The study employed a descriptive survey research design. The population of the study consisted of all two hundred and thirty-seven (237) register small and medium enterprise (SMES) in Benin City metropolis. The sample consisted of fifty (50) registered small and medium enterprise in Benin City Metropolis. The proportionate sampling technique of 21% was used to arrive at the sample of 50 which was drawn from the population. The research instrument used for data collection was questionnaire. The questionnaire was titled “the Influence of Market Strategies in the Sustainability of Small and Medium Enterprise (SMES)”. It was segmented into two (2) sections. Section A consisted of questions on the demographic characteristics of respondents such as age, sex etc., while Section B contained of 20 question items in which items were raised from each research questions. It was however subjected to face validity by the researcher’s supervisor and two other experts in the Department of Vocational and Technical Education. To establish the reliability of the instrument, Cronbach alpha statistics was used to measure the level of consistency of the items. The instrument was administered to 20 small and medium scale enterprise owners in Benin city metropolis Edo State who were not part of the study sample. A coefficient 0.85 was obtained which showed the instrument was reliable. The data collected were analyzed using mean (x) and standard deviation (SD) using Statistical Packages for the Social Science (SPSS).
The findings showed that digital marketing, content marketing, social media marketing and search engine marketing influences the sustainability performance of small and medium scale enterprises to a high extent. Based on the findings of the study, it was concluded that effective marketing strategies influence the sustainability of small and medium sized enterprises. In other words, digital, content, social and search engine marketing strategies all influenced the sustainability of small and medium sized enterprises. It was recommended among other that small and medium scale owners should ensure they engage in various digital marketing such as automated and artificial intelligence marketing strategies that will attract high sale volume.
