THE IMPACT OF MARKETING STRATEGIES ON THE GROWTH OF SMALL-SCALE ENERPRISES IN NIGERIA (A STUDY OF SOME SELECTED SMALL-SCALE ENTERPRISES IN ERUWA)

ABSTRACT This study investigates the impact of product pricing and marketing strategies on the performance of small-scale enterprises in Eruwa, south-western Nigeria. Utilizing a descriptive survey research design, data were collected from a sample of 40 respondents, including business owners and managers across various sectors. The research findings indicate that well-defined product strategies, competitive pricing and tailored marketing efforts significantly contribute to business success A notable 100% of respondents agreed that a clear product strategy improves performance, while 95% highlighted the importance of flexible pricing in attracting and retaining customers Additionally effective marketing strategies, particularly those aligned with local preferences, were perceived as crucial for enhancing visibility and sales performance. The demographic analysis revealed a youthful and predominantly female entrepreneurial population, with a considerable level of educational attainment Based on these findings, recommendations are made to strengthen product differentiation, adopt flexible pricing strategies, invest in targeted marketing, and implement capacity-building programs for entrepreneurs. Furthermore, the study suggests areas for furniture research, including the exploration of additional factors influencing business performance and the role of digital marketing strategies in small-scale enterprises Overall, this research underscores the necessity for small-scale businesses in Eruwa to integrate cohesive product, pricing and marketing strategies to achieve sustainable growth and competitiveness