African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Extent of application of marketing mix strategy by small and micro scale enterprises in Osun State, Nigeria

Abasilim Angela Nneka
  • Abasilim Angela Nneka
  • Department of Management Science, Wesley University of Science and Technology, Ondo, Nigeria.
  • Google Scholar


  •  Received: 17 December 2014
  •  Accepted: 18 February 2015
  •  Published: 28 February 2015

Abstract

The purpose of this study was to examine the application of marketing mix strategy of small and micro scale enterprises in Osun State. The study sought to know the extent to which small and micro scale enterprises apply marketing mix strategies. The study was conducted on three purposefully selected areas of Osun State namely; Ile-Ife, Ilesa and Osogbo. Primary data were used for this study. The primary data were collected through the use of the questionnaire. Descriptive statistics such as frequency distribution, percentages, and arithmetic mean were used to present and analyze the data. The result of the finding revealed that enterprises in Osun State do apply marketing mix strategies and that majority of them apply them to a very high extent. About 72% (146) of the sampled population had high application. From the findings, the study concludes that small and micro scale enterprises in Osun State do apply marketing mix strategies and majority of the enterprises apply these strategies to a very high extent in their business operations.

 

Key words: Application, marketing mix, extent, strategy, small and micro scale enterprises.