SME’s MARKETING MIX AND COOPERATE PERFORMANCE IN THE COVID-19 ERA

ABSTRACT

The study investigated SMEs marketing mix and corporate performance during the COVID-19 era in Benin City, Edo State. Data were primarily sourced through the online administration of one hundred and forty-five (143) questionnaire out of which same number (143) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed that: there is a significant relationship between SMEs product mix and corporate performance during the COVID-19 era; SMEs price strategy significantly influence their corporate performance during the COVID-19 era; SMEs promotional strategy does not significantly affect their corporate performance during the COVID-19 era; there is no significant relationship between SMEs place strategy and corporate performance during the COVID-19 era; and SMEs process strategy significantly influence their corporate performance during the COVID-19 era. As a result of these findings, it was recommended that: SMEs should prioritize the improvement and diversification of their product offerings; SMEs should carefully assess their pricing strategies, considering factors such as affordability, value, and competition; SMEs should not disregard the importance of effective marketing and promotion; SMEs should reevaluate their distribution and sales channels; and SMEs should focus on streamlining and optimizing their internal operations.