MARKETING MIX AND SUSTAINABILITY OF MEDIUM SCALE ENTERPRISES IN AKWA IBOM STATE
Abstract
This study investigated the extent to which marketing mix influence sustainability of medium scale enterprises in Akwa Ibom State. The variables examined included products and price. Descriptive survey research design was employed for the study. The population of this study comprised 900 managers from the 275 registered medium scale enterprises in Akwa Ibom State. The sample size for this study comprised 269 managers of registered medium scale enterprises in Akwa Ibom State. The researcher-made instrument titled "Marketing Mix and Sustainability of Medium Scale Enterprises Questionnaire" (MMSMSEQ) was used for data collection. The instrument was validated by three research experts. The reliability coefficient index of 0.81 was obtained and adjudged the instrument reliable. Simple Linear Regression was used in answering the research questions and testing the null hypotheses at 0.05 level of significance. The findings of the study revealed that products and price significantly influence sustainability of medium scale enterprises in Akwa Ibom State. The study concludes that sustainability thrives where thoughtful marketing decisions are consistently made, monitored, and adjusted to meet the dynamic realities and needs of the business environment. It was recommended among others that medium-scale enterprise owners and managers should regularly reassess their pricing strategies to ensure they reflect customer purchasing power, cost realities, and competitive conditions.References
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