ABSTRACT

The work considers the place of conventional marketing memories and techniques in the operations of small scale enterprises in Nigeria, it thrust is pricing, distribution and promotion with special bias for adverting. The main objective of this study is to examine the place of conventional marketing theories and techniques in the management of small scale enterprises in Nigeria. A study of selected firms in Abia State Nigeria. The specific objectives includes to:Ascertain the effect of exclusive distribution theory and pricing techniques on effective planning in small scale enterprises; Examine the effect of skimming pricing theory on sales performance; Ascertain the effect of advertising on product diffusion.The data base is survey oriented thus questionnaire guided. A total of 60 selected small and medium scale enterprises were surveyed and data was analysed using spearman rank correlation, Pearson correlation and simple regression.The summary of findings of this research work are; the adoption of exclusive distribution theory and strategy in the marketing of products among small scale enterprises in Nigeria do not significantly effect sales volume planning. This is because the market offer of these firms are not often unique to evoke demand and the level of competition and the small scale enterprise level is also very high. The enterprises also find it difficult to segment their market and the geographic spread of these market is not wide. Based on this, market planning and management activities are poorly executed.Skimming pricing strategy and theory is not acceptable among small scale enterprises in Nigeria especially as they do not enhance sales performance. This situation is traceable to the quality of the product of these firms. They lack innovative and aesthetic values that attract demand in the absence of the pull and push advertising strategies, hence sales volume is observed to be low, market coverage is poor and customer loyalty is difficult to be established and sustained.Advertising contributed significantly in the product diffusion process especially based on the use of below the line media of word of mouth communication, mobile vehicular advert, referral marketing and the use of opinion leaders. These media of advertising complement the role of the push and pull advertising strategies given the poorly adopted role of marketing intermediaries. In line with the major findings of this work, the researchers recommend that;Small and medium scale enterprises should employ exclusive distribution theory and strategy in the marketing of products and should also improve on their product offer and make them unique so as to evoke demand and should also adopt segmentation technique. This will enhance market planning and management activities.Small and medium scale enterprises should also improve the quality of their products as they lack innovative and aesthetic values that attract demand in the absence of the pull and push advertising strategies, which would have a positive effect on sales volume, market coverage and customer loyalty. Small and medium scale should also improve on advertising techniques so as to enhance the product diffusion process using efficient and effective advertising media. 

TABLE OF CONTENTS

Title -------------------------------------------------------------------------------------------------------i

Declaration-------------------------------------------------------------------------------------------------ii                                                      

Certification -----------------------------------------------------------------------------------------------iii                                             

Dedication -------------------------------------------------------------------------------------------------iv                                 

Acknowledgement-----------------------------------------------------------------------------------------v                                                                                                

Table of contents------------------------------------------------------------------------------------------vi                                                                                             

List of tables------------------------------------------------------------------------------------------------ix

Abstract------------------------------------------------------------------------------------------------------x                                                                                                      

CHAPTER ONE: INTRODUCTION

1.1 Background of the study------------------------------------------------------------------------------1

1.2 Statement of problem----------------------------------------------------------------------------------2

1.3 Objectives of the study -------------------------------------------------------------------------------3

1.4 Research Questions -----------------------------------------------------------------------------------3

1.5 Research Hypothesis ---------------------------------------------------------------------------------- 4

1.6 Significance of the Study------------------------------------------------------------------------------4

1.7 Scope of the study --------------------------------------------------------------------------------------4

1.8 Limitations of Study------------------------------------------------------------------------------------4

CHAPTER TWO:  REVIEW OF RELATED LITERATURE

2.1 Conceptual review---------------------------------------------------------------------------------------6

2.1.1      Introduction-----------------------------------------------------------------------------------------6

2.1.2 Nature and Meaning----------------------------------------------------------------------------------6

2.1.3 Marketing characteristics of small firms-----------------------------------------------------------8

2.2 Theoretical Framework--------------------------------------------------------------------------------12

2.2.1 Theory of Product Diffusion------------------------------------------------------------------------12

2.2.2 Theory of market penetration, skimming and competitive pricing-----------------------------14

2.2.3 Theory of distribution (selective, intensive and exclusive)-------------------------------------15

2.2.4 Theory of segmentation------------------------------------------------------------------------------18

2.2.5. Theory of product Positioning ----------------------------------------------------------------------24

1.2.5 Theory of Consumer Analysis---------------------------------------------------------------------25

2.2.6 Theory of Market Measurement--------------------------------------------------------------------28

2.2.7 Marketing Theory ------------------------------------------------------------------------------------33

2.3 Contribution of Small and medium scale enterprises to economic development in Nigeria---34

2.4 Challenge to the development of Small and medium scale enterprises---------------------------38

2.5 Empirical Review---------------------------------------------------------------------------------------40

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design------------------------------------------------------------------------------------------43

3.2 Study area-------------------------------------------------------------------------------------------------43

3.3 Population of the study----------------------------------------------------------------------------------44

3.4. Sampling plan-------------------------------------------------------------------------------------------44

3.4.2 Sampling size------------------------------------------------------------------------------------------44

3.5 Data collection Procedure------------------------------------------------------------------------------45

3.5.1 Instrument----------------------------------------------------------------------------------------------45

3.5.2 Source of Data----------------------------------------------------------------------------------------45

3.7 Method of Data analysis--------------------------------------------------------------------------------45

3.8 Model Specification-------------------------------------------------------------------------------------45

3.9 Validity---------------------------------------------------------------------------------------------------46

CHAPTER 4: DATA PRESENTATION AND ANALYSIS

Table 4.1 Questionnaire distribution and retrieval------------------------------------------------------47

Table 4.2 Exclusive distribution on sales volume planning --------------------------------------------49

Table 4.3 skimming pricing in sales performance--------------------------------------------------------51

Table 4.4 computation of rs--------------------------------------------------------------------------------51

Table 4.5 Advertising and product diffusion-------------------------------------------------------------53

Table 4.6: Advertising and product diffusion rate--------------------------------------------------------54

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary-----------------------------------------------------------------------------------------------57

5.2 Conclusion---------------------------------------------------------------------------------------------58

5.3 Recommendations -----------------------------------------------------------------------------------58

References