AN EXAMINATION OF COMMUNITY-BASED MARKETING ON LOCAL BUSINESS GROWTH: A STUDY OF A NEIGHBORHOOD CAFÉ IN ENUGU, NIGERIA.
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Background of the study:
Community-based marketing focuses on building strong relationships with local customers and leveraging communal networks to drive business growth. Neighborhood cafés in Enugu are increasingly using community-based strategies such as local events, social media groups, and loyalty programs to engage residents and create a sense of belonging (Udeme, 2023). This approach emphasizes personalized interactions, word-of-mouth promotion, and the cultivation of a loyal customer base. By integrating community feedback into business operations, cafés can tailor their offerings to meet local tastes and preferences, thereby enhancing customer satisfaction and driving repeat business (Eze, 2024). Community-based marketing also helps small businesses differentiate themselves from larger competitors by emphasizing local identity and authentic connections. However, challenges such as limited resources, scalability issues, and measuring the impact of community engagement persist. This research explores the effectiveness of community-based marketing strategies in driving local business growth for a neighborhood café, identifying best practices and potential areas for improvement (Afolabi, 2025).
Statement of the problem:
Despite the potential of community-based marketing to drive local business growth, neighborhood cafés in Enugu face difficulties in effectively engaging the community. Limited budgets, resource constraints, and challenges in sustaining ongoing engagement often hinder the success of these strategies (Udeme, 2023). Additionally, measuring the direct impact of community initiatives on business performance remains problematic, making it difficult to justify investments in community marketing efforts. These issues necessitate a thorough investigation to identify effective community engagement practices and overcome operational challenges (Eze, 2024).
Objectives of the study:
To evaluate the impact of community-based marketing on local business growth.
To identify challenges in implementing community marketing strategies.
To propose recommendations for enhancing community engagement.
Research questions:
How does community-based marketing influence local business growth?
What challenges do neighborhood cafés face in engaging the community?
What strategies can improve the effectiveness of community-based marketing?
Significance of the study:
This study is significant as it provides insights into how community-based marketing can be harnessed to drive growth for local businesses. The findings will assist neighborhood cafés in Enugu to develop more effective engagement strategies, fostering customer loyalty and sustainable growth. This research also enriches the literature on localized marketing approaches (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to community-based marketing strategies for a neighborhood café in Enugu, Nigeria, focusing solely on local engagement and business growth.
Definitions of terms:
Community-Based Marketing: Strategies aimed at engaging local communities to promote business growth.
Local Business Growth: The increase in revenue and customer base for small, neighborhood-based enterprises.
Neighborhood Café: A small, community-focused coffee shop.
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