Influence of marketing strategies on managing service breakdown among small and medium enterprises (SMEs) in Anambra State
Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
U. P.
Abstract
The study investigated ways marketing strategies could influence managing service breakdown among small and medium enterprises (SMEs) in Anambra State. Specifically, it determined ways: advertisement, packaging design; and sales promotion could influence managing service breakdown among the SMEs. Research design was descriptive survey. Population was made up of all registered SMEs in Anambra state. Questionnaire was used to collect data. Data were analysed using mean, standard deviation and t-test at 0.05 level of significance. Findings indicate 10 ways advertisement could influence the management of service breakdown in SMEs. These include builds brand awareness more quickly, (X ̅ = 3.62) and others. Other findings reveal 7 ways packaging design influences management of service breakdown in SMEs. These include packaging serves as a tool for differentiation (X ̅ = 3.22) among others. Also 9 ways sales promotion influences management service breakdown in SMEs. These include empowers product acceptance (X ̅ = 3.72) and others
Description
This article was done in collaboration with a FUTO staff
Keywords
Marketing strategies, advertising, packaging design, sales promotion, SMEs, marketing, Library, Department of Business Education
Citation
Agbo, S. U., Ekere, J. N., Etoma, M. G. & Nwonye, N. G. (2024). Influence of marketing strategies on managing service breakdown among small and medium enterprises (SMEs) in Anambra State. Journal of Home Economics Research, 31(2), 97-104