Impact of Marketing Strategies on Performance of Informal Eateries In Oyo State, Nigeria

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dc.contributor.authorOlawale, Y. A.
dc.contributor.authorSalman, A.
dc.date.accessioned2026-05-05T08:11:37Z
dc.date.available2026-05-05T08:11:37Z
dc.date.issued2020
dc.description.abstractThe study seeks to investigate the impact of marketing strategies on the performance of informal eateries in Oyo State. Samples were drawn from four major towns within Oyo State which comprises of 24 eateries staff and 176 customers. The sampling method employed was convenience sampling technique and questionnaire was the research instrument used to obtain relevant information from respondents on the objective of the study. Data collected were analysed using multiple regression method of analyses. The Result showed that the impact of marketing strategies were a good predictor for effective performance of informal eateries in Oyo State. The study recommends that all the marketing strategies such as; experience, convenience, brand imagery and publicity should be given optimum consideration to enhance the performance of eateries. The study also recommends that cost leadership, differentiation and focus strategies which determine overall survival of informal eateries should be improved upon for a better performance.
dc.identifier.citationOlawale, Y. A. & Salman, A. (2020): Impact of Marketing Strategies on Performance of Informal Eateries In Oyo State, Nigeria. Nasarawa Journal of Administration (NJA). 12 (1); 176-187
dc.identifier.issn1118-689X
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/17997
dc.language.isoen
dc.publisherFaculty of Administration, Nasarawa State University, Keffi.
dc.relation.ispartofseries12; 1
dc.subjectMarketing Strategies
dc.subjectPerformance
dc.subjectInformal Eateries
dc.subjectOyo State
dc.subjectNigeria
dc.titleImpact of Marketing Strategies on Performance of Informal Eateries In Oyo State, Nigeria
dc.typeArticle

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