DYNAMIC APPROACH OF PRODUCT AND PRICING MARKETING STRATEGIES ON ENTREPRENEURIAL SURVIVAL AMONG MANUFACTURING SMES IN JOS NORTH LGA OF PLATEAU STATE: ROLE OF ADAPTIVE SELLING BEHAVIOUR

Arinzechukwu Jude Okpara, George Boon Yenkwap, Ibrahim, Khalid Inusa

University of Jos Nigeria, Federal Polytechnic, Nya'k Shendam, Plateau State

Keywords: Marketing Strategy, entrepreneurial survival, product, pricing

Abstract

The main objective of this study seeks to investigate the dynamic role of product and pricing marketing strategies on entrepreneurial survival among Manufacturing SMEs in Jos North LGA of Plateau State with role of adaptive selling behaviour. This study adopted a cross-sectional survey, while simple random sampling is a probability sampling approach. Simple linear regression was adopted to test formulated hypothesis while Process by Andrew Hayes was adopted to test the mediating effect. The result indicates that the two dimension of marketing strategies can easily predict the entrepreneurial survival. Based on adaptive selling behaviour the result established the fact that mediating the relationship between marketing strategies and entrepreneurial survival, meaning that for every increase in adaptive selling behaviour, there is a corresponding increase in marketing strategies and entrepreneurial survival. The study recommend that business owners ought to find out the appropriate marketing strategy that will enhance business opportunities since the aggregate application cannot break even with the business survival.

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

Arinzechukwu Jude Okpara, George Boon Yenkwap, Ibrahim, Khalid Inusa (March, 2025). DYNAMIC APPROACH OF PRODUCT AND PRICING MARKETING STRATEGIES ON ENTREPRENEURIAL SURVIVAL AMONG MANUFACTURING SMES IN JOS NORTH LGA OF PLATEAU STATE: ROLE OF ADAPTIVE SELLING BEHAVIOUR. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 200 - 299.

APA format

Arinzechukwu Jude Okpara, George Boon Yenkwap, Ibrahim, Khalid Inusa. "DYNAMIC APPROACH OF PRODUCT AND PRICING MARKETING STRATEGIES ON ENTREPRENEURIAL SURVIVAL AMONG MANUFACTURING SMES IN JOS NORTH LGA OF PLATEAU STATE: ROLE OF ADAPTIVE SELLING BEHAVIOUR." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 200 - 299.

MLA format

Arinzechukwu Jude Okpara, George Boon Yenkwap, Ibrahim, Khalid Inusa. March, 2025. "DYNAMIC APPROACH OF PRODUCT AND PRICING MARKETING STRATEGIES ON ENTREPRENEURIAL SURVIVAL AMONG MANUFACTURING SMES IN JOS NORTH LGA OF PLATEAU STATE: ROLE OF ADAPTIVE SELLING BEHAVIOUR." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 200 - 299.

Chicago format

Arinzechukwu Jude Okpara, George Boon Yenkwap, Ibrahim, Khalid Inusa (March, 2025). "DYNAMIC APPROACH OF PRODUCT AND PRICING MARKETING STRATEGIES ON ENTREPRENEURIAL SURVIVAL AMONG MANUFACTURING SMES IN JOS NORTH LGA OF PLATEAU STATE: ROLE OF ADAPTIVE SELLING BEHAVIOUR." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 200 - 299.

Harvard format