Marketing Strategies and the Growth of Entrepreneurial Development in Ilorin West Local Government Area of Kwara State
No Thumbnail Available
Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin
Abstract
A marketing strategy is the result of decisions being made about how a particular product or service will be packaged to its target customers. Nowadays, market is becoming more and more competitive and dynamic and they are using different strategies in order to still remain relevant in the market. This study therefore examines the effect of marketing strategy on the growth of entrepreneurial development in Ilorin West Local Government Area of Kwara State. Survey research design was used in the study. The population of the study comprise of the registered business entrepreneurs in the study area which are 103. Census sample was used for the study but 92 questionnaires were returned and properly filled. Finding of the study revealed that marketing promotional strategies have significant effect on the growth of entrepreneurial development (B=O.376, p-value= 0.000 < 0.05). The result implies that there was a statistically significant effect of marketing strategies on the growth of entrepreneurial development in the selected area of the study. It was concluded that advertising public relations etc. had significant influence on the growth of entrepreneurial development. This study therefore recommended that certain aspects of marketing strategies are important in an effort to achieve the growth of entrepreneurial development.
Description
Keywords
Development, Entrepreneurial, Marketing, Strategies, Growth
Citation
Salman et al