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

Abstract

The seeks to investigate the impact of marketing strategies on the performance of informal in Oyo State. Samples were drawn from four major towns within Oyo State which of 24 eateries staff and 176 customers. The sampling method employed was convenience technique and questionnaire was the research instrument used to obtain relevant from respondents on the objective of the study. Data collected were analysed using regression method of analyses. The Result showed that the impact of marketing strategies good predictor for effective performance of informal eateries in Oyo State. The study 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 also recommends that cost leadership, differentiation and focus strategies which determine survival of informal eateries should be improved upon for a better performance.