Marketing Communication and SMEs Performance (A Study of Selected Small and Medium Scale Enterprises in Ogun State, Nigeria).

Marketing Communication and SMEs Performance (A Study of Selected Small and Medium Scale Enterprises in Ogun State, Nigeria).

Author by Dr. Idowu A. Nwankwere

Journal/Publisher: International Journal Of Business And Management Invention (ijbmi)

Volume/Edition: 10

Language: English

Pages: 63 - 70

Abstract

ABSTRACT: Marketing communication is of immense value to the enhancement of the performance of Small and Medium Scale Enterprises(SMEs} globally.Despite the importance of marketing communication on the performance of organizations,  SMEs in Ogun State are still faced with challenges of low sales growth and decreased market share performance   The study employed the survey research design.  The target population was 1310 with a sample size of 306 small and medium scale enterprises in Egba and Yewa areas of Ogun State. Data was collected with the use of validated self-structured questionnaire.  The Cronbach’s alpha coefficient for the constructs is 0.797 and 0.82.  The response rate was 97.71%.  Data was analyzed using descriptive and inferential statistics.Findings from the study revealed that sales promotion has a significant effect on the performance of selected small and medium scale enterprises in Ogun State, Nigeria (? = 0.398, R2=0.653, t = 8.321, p<0 xss=removed R2=0.497,t>


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