EFFECTIVE MARKETING OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES): A CASE STUDY OF SELECTED SMALL AND MEDIUM SCALE BUSINESS IN ZARIA METROPOLIS
EFFECTIVE MARKETING OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES): A CASE STUDY OF SELECTED SMALL AND MEDIUM SCALE BUSINESS IN ZARIA METROPOLIS
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Date
2000-08
Authors
OLORUNTIMILEHIN, ALOWE FAVOUR
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Abstract
This research project is primarily concerned with the analysis of an Effective
Marketing of Small and Medium Scale Enterprises in Zaria Metropolis. The major
objectives of the study was to examine thoroughly and determine how effective marketing
and marketing elements have been applied by the Small and Medium Enterprises in Zaria
and to identify as well the various marketing techniques used by the SMEs under study.
In order to facilitate the research work, data were collected from both primary
and secondary sources. Data from the questionnaires formed the primary sources of this
study while data from the review of related literature formed sources of secondary data.
In addition, personal interviews and general observations also formed part of the study
as a source of information. The selected Small and Medium Scale Enterprise studied
includes annadeen Stores, MANDEY Business Centre and Brisco Restaurant.
The project work was carried out under five chapters. Chapter one centred
mainly on the introductory aspect of the project covering the background information,
statement of the problem, objective of the study, significance of the study, the research
hypothesis, scope of the study, limitations of the study and the research methodology.
Chapter two of this work mainly concerned itself with the review of related
literature. Chapter three covered the methodology of the Study while in chapter four,
data collected were presented and analysed in a tabular form using percentages. Finally,
in chapter five, a summary of the study was given and conclusions drawn. Based on
findings, commendations were given.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL,
AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTER DEGREE IN BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY, ZARIA
AUGUST, 2000