Effect of Promotional Tools as a Means of Marketing Strategies in Small and Medium Scales Business in Ekiti State

Student: Barakat Opeyemi Babalola (Project, 2025)
Department of Business Administration
Bamidele Olumilua University of Edu. Science and Tech. Ikere Ekiti, Ekiti State

Abstract

This study investigates the effect of promotional tools—advertising, personal selling, and sales promotion—on the performance of small and medium-scale enterprises (SMEs) in Ekiti State, Nigeria. SMEs play a pivotal role in job creation and economic growth but often face challenges in adopting effective marketing strategies.
A descriptive research design was employed, data were collected via structured questionnaires from SMEs across various sectors. A stratified random sampling technique was employed to ensure representativeness, and the data were analyzed using descriptive statistics and regression analysis.
The findings reveal that advertising enhances brand visibility and customer awareness, leading to increased sales. Personal selling strengthens customer relationships and trust, while sales promotion drives short-term sales growth through discounts and offers.
The study concludes that an integrated approach to using promotional tools can improve marketing outcomes for SMEs. It recommends government and policy support in the form of financial incentives, training programs, and marketing consultations to enable SMEs to thrive in competitive markets. Future research should explore digital marketing strategies and ROI-driven approaches to further optimize marketing efforts in a dynamic business environment.

Keywords
effect promotional tools means marketing strategies small medium scales business
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