Areas to which micro scale enterprises apply marketing mix strategies

Abstract

The purpose of this study was to examine the application of marketing mix strategy of small and micro
scale enterprises in Osun State. The study sought to know the extent to which small and micro scale
enterprises apply marketing mix strategies. The study was conducted on three purposefully selected areas
of Osun State namely; Ile-Ife, Ilesa and Osogbo. Primary data were used for this study. The primary data
were collected through the use of the questionnaire. Descriptive statistics such as frequency distribution,
percentages, and arithmetic mean were used to present and analyze the data. The result of the finding
revealed that enterprises in Osun State do apply marketing mix strategies and that majority of them apply
them to a very high extent. About 72% (146) of the sampled population had high application. From the
findings, the study concludes that small and micro scale enterprises in Osun State do apply marketing mix
strategies and majority of the enterprises apply these strategies to a very high extent in their business
operations.