Assessment of Marketing As a survival Strategy For Small Scale Industries In Lagos Metropolis : Connect Marketing Services Limited, Lagos, Nigeria
Adeleke, Abimbola Oluseye (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061517980
https://urn.fi/URN:NBN:fi:amk-2022061517980
Tiivistelmä
This study assessed marketing as a survival strategy for small scale industries in Lagos metropolis with respect to evaluating the effectiveness of viral marketing use by small scale industries in Lagos metropolis in order to enhance their survival; and also assessed the viral marketing techniques used by small scale industries in Lagos metropolis to maintain their survival, focusing on the Connect Marketing Services Limited, Lagos, Nigeria, as one of the major marketing consultancy business organization as the commissioner for this study. They gave practical hints which were used as support or the thesis established framework from their wealth of experience in helping brands to understand their customers and spread viral messages.
The viral loop theory and the chain theory of marketing where the users of the utility in a product assume the role of the marketer and spread positive reviews centred on the quality of the product to everyone, thereby making its name go viral like a virus was employed in the study.
The survey research design was employed to gather relevant data for the thesis, the population for the study comprised owners of small scale industries and marketers in Lagos metropolis, a questionnaire and an inventory was administered on 20 small scale industries owners who are clients of the commissioning company were purposively selected based on the aim of this study and 10 marketers were randomly selected in the commissioning company who responded to the questionnaire and inventory.The data was analyzed using appropriate descriptive statistics.
It was evident from the result of the research that viral marketing is pretty crucial and form an integral part of a survival strategy deployed by every start-ups for the survival of their business in that it helps both extant and potential customers to know more about a product and to reach a larger number of customers, thereby allowing the marketers and producers to understand the market flow of products; educates the consumers on the importance of products and increase its sales; establish its business by disallowing folding up. The study revealed blog marketing, social networking sites marketing, posted review marketing, boycott website marketing, news group marketing, mail bag marketing, discussion forum marketing and chat room marketing strategies as the most sought after viral marketing techniques used to enhance the survival of small scale business.
The viral loop theory and the chain theory of marketing where the users of the utility in a product assume the role of the marketer and spread positive reviews centred on the quality of the product to everyone, thereby making its name go viral like a virus was employed in the study.
The survey research design was employed to gather relevant data for the thesis, the population for the study comprised owners of small scale industries and marketers in Lagos metropolis, a questionnaire and an inventory was administered on 20 small scale industries owners who are clients of the commissioning company were purposively selected based on the aim of this study and 10 marketers were randomly selected in the commissioning company who responded to the questionnaire and inventory.The data was analyzed using appropriate descriptive statistics.
It was evident from the result of the research that viral marketing is pretty crucial and form an integral part of a survival strategy deployed by every start-ups for the survival of their business in that it helps both extant and potential customers to know more about a product and to reach a larger number of customers, thereby allowing the marketers and producers to understand the market flow of products; educates the consumers on the importance of products and increase its sales; establish its business by disallowing folding up. The study revealed blog marketing, social networking sites marketing, posted review marketing, boycott website marketing, news group marketing, mail bag marketing, discussion forum marketing and chat room marketing strategies as the most sought after viral marketing techniques used to enhance the survival of small scale business.