INVESTIGATION OF MARKETING STRATEGIES AND ITS SIGNIFICANCE ON THE PERFORMANCE OF SMALL SCALE AND MEDIUM ENTERPRISE IN LAGOS STATE, NIGERIA.
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ABSTRACT
The study investigates of marketing strategies and its significance on the performance of small scale and medium enterprise in Lagos State, Nigeria. The cross-sectional survey research design was employed for the study. A self-structured questionnaire was used to elicit data from respondents. The simple random sampling technique was used to select the 50 respondents employed for this study. Chi-square statistical analysis was used to test the hypotheses. The finding revealed that modern and consumer¬based marketing strategies improve the performance of small-scale enterprises. It was then suggested that a study of marketing strategies is necessary for small-scale business entrepreneurs.
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