Entrepreneurial Marketing Strategies and Non-Financial Performance of Selected Small and Medium Sized Enterprises in Nigeria: IDOLOR, Eseoghene Joseph & OMEHE Raphael

Abstract

This study looked into non-financial performance of small and medium entrepreneurial marketing strategies in Delta State, Nigeria. Majority of studies have concentrated on SMEs' financial performance, with little or no attention paid to their non-financial performance. These discrepancies, as well as a lack of interest in the non-financial aspects of SMEs' success, prompted the researcher to investigate the impact of entrepreneurial marketing strategies on SMEs' non-financial performance in Delta State, Nigeria. This study's design was based on the survey kind of quasi-experimental research design. This led to the employment of a questionnaire as a research tool, which was distributed to 150 respondents in Sapele and Warri Environs, including SME owners, managers, and marketing department heads. Only 114 of the 150 respondents returned their surveys and were judged to be error-free for analysis, indicating a response rate of 76 percent. The information gathered from the surveys was examined using descriptive statistics including simple percentage, frequency, and mean. Inferential statistics such as the Pearson Product Moment Correlation were used to test the study's hypotheses. It was discovered that there is no statistically significant association between traditional and modern marketing techniques, and that the adoption and use of these marketing tactics has a major impact on SMEs' non-financial performance. The study concluded that, SME owners, managers, and marketing department heads should investigate other marketing strategies such as the expeditionary type, the use of print sources, and direct mails, as no stone should be left unturned in the pursuit of better marketing recommendations.