INNOVATIVE MARKETING AND SALES PERFORMANCE OF SMEs IN ENUGU STATE, NIGERIA

Abstract

This study examined the effect of Innovative Marketing on the Sales Performance of Small and Medium Enterprises in Enugu State, Nigeria. Despite contributing nearly 50% to Nigeria’s GDP, many SMEs in Enugu State face stiff competition leading to stagnant sales. The study focused on four dimensions of innovative marketing: product, promotional, pricing, and distribution innovation. Anchored on Resource-Based View and Diffusion of Innovation Theory, the study adopted a cross-sectional survey design. Data were collected from 384 owners and managers of registered SMEs in Enugu Metropolis using a structured questionnaire. Multiple regression analysis was used to test the hypotheses. Findings revealed that innovative marketing has a significant positive effect on sales performance, explaining 54.9% of the variation. Promotional innovation was the strongest predictor, followed by product innovation, distribution innovation, and pricing innovation. The results suggest that SMEs that adopt new marketing methods are better positioned to attract customers, increase sales, and compete effectively. The study recommends that SMEs should invest in digital promotion, improve product offerings, adopt flexible payment options, and use innovative distribution channels. Government agencies should also provide training and incentives to support marketing innovation. This study contributes empirical evidence from an African context and provides a practical framework for SMEs seeking to improve performance through marketing innovation.