Browsing by Author "Akiode, M"

Now showing 1 - 1 of 1
  • Item
    Sustainable Marketing Practces and Small Medium Enterpriss (SMS) Development in Southwest, Nigeria
    (Department of Marketing, Faculty of Management Sciences, University of Benin, Benin City., 2025) Jatto, A.A; Ibrahim, W; Akiode, M
    In today’s rapidly evolving business environment, sustainability has transitioned from a buzzword to a key driver of competitive advantage. This paper explored sustainable marketing practices and SMEs development within Southwest Nigeria. In actualizing this, the paper was anchored on two (2) objectives which were to: assess the level of perceptions of sustainable products on the production decisions of SMEs operators in the region; analyze the impact of sustainable marketing practices on SMEs’ revenue growth. The study employed a quantitative approach, and purposively surveyed 386 SMEs across 5 Southwestern states (Lagos, Oyo, Ogun, Ondo, and Ekiti), with the aid of a structured questionnaires to collect data and the data were analyzed using regression with the aid of Statistical Package for Social Sciences (SPSS). The results indicate that sustainable marketing practices significantly impact production decisions among SMEs operators in the sample region. More so, it was established that Sustainable marketing practices substantially influence revenue growth of SMEs in the region. The study concludes that sustainable marketing practices play a crucial role in the development of SMEs within Southwest Nigeria. It was recommended that government incentives, consumer awareness campaigns, and industry collaboration should be provided to help SMEs overcome barriers to sustainability.