EFFECTIVE MARKETING OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES): A CASE STUDY OF SELECTED SMALL AND MEDIUM SCALE BUSINESS IN ZARIA METROPOLIS

EFFECTIVE MARKETING OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES): A CASE STUDY OF SELECTED SMALL AND MEDIUM SCALE BUSINESS IN ZARIA METROPOLIS

Abstract

This research project is primarily concerned with the analysis of an Effective Marketing of Small and Medium Scale Enterprises in Zaria Metropolis. The major objectives of the study was to examine thoroughly and determine how effective marketing and marketing elements have been applied by the Small and Medium Enterprises in Zaria and to identify as well the various marketing techniques used by the SMEs under study. In order to facilitate the research work, data were collected from both primary and secondary sources. Data from the questionnaires formed the primary sources of this study while data from the review of related literature formed sources of secondary data. In addition, personal interviews and general observations also formed part of the study as a source of information. The selected Small and Medium Scale Enterprise studied includes annadeen Stores, MANDEY Business Centre and Brisco Restaurant. The project work was carried out under five chapters. Chapter one centred mainly on the introductory aspect of the project covering the background information, statement of the problem, objective of the study, significance of the study, the research hypothesis, scope of the study, limitations of the study and the research methodology. Chapter two of this work mainly concerned itself with the review of related literature. Chapter three covered the methodology of the Study while in chapter four, data collected were presented and analysed in a tabular form using percentages. Finally, in chapter five, a summary of the study was given and conclusions drawn. Based on findings, commendations were given.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

EFFECTIVE MARKETING OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES): A CASE STUDY OF SELECTED SMALL AND MEDIUM SCALE BUSINESS IN ZARIA METROPOLIS