The Role Of Marketing Research In Achieving Sustainable Practices: A Case Study Of Smes In Nigeria
Associate Professor Udegbe Scholastica Ebarefimia, PhD.,
Lagos State University, Faculty of Management Sciences, Department of Marketing, Nigeria
Olufemi Aina AJOSE. PhD.
Lagos State University, Faculty of Management Sciences, Department of Marketing
Tijani Usman Moyosore
Lagos State University, Faculty of Management Sciences, Department of Marketing, Nigeria.
Keywords: marketing research, sustainable practices, SMEs, Nigeria
Abstract
The study investigates the role of marketing research in achieving sustainable practices in Nigerian SMEs. It found that sustainable marketing techniques significantly impact the functioning of these enterprises. The research used a literature-based instrument and collected data from 250 selected SMEs. The findings suggest that marketing research significantly assists Nigerian SMEs in making informed decisions, achieving sustainable practices in strategic planning and decision-making. The findings will help fill knowledge gaps and serve as a guide for researchers and practitioners in Nigeria
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