NJOMACS

This study investigated the influence of the marketing mix on the performance of Small and Medium Scale Enterprises (SMEs) in Nasarawa State. The study focused on the four elements of the marketing mix product, price, place, and promotion and their influence on business performance. A survey research design was adopted, and data were collected from 386 SME owners and managers selected through purposive and cluster sampling across Karu, Keffi, Akwanga, and Lafia. Both primary and secondary data were utilised, with questionnaires and in-depth interviews serving as the main data collection instruments. Quantitative data were analyzed using descriptive statistics, including frequency tables and percentages, while qualitative data from interviews were analysed through thematic content analysis. The findings revealed that SMEs predominantly utilize product and price strategies, apply marketing mix elements effectively, and experience improvements in sales, profitability, and customer retention. However, challenges such as inadequate finance, high competition, and low marketing knowledge hinder optimal utilization of marketing mix strategies. Based on these findings, the study recommends improving SMEs' access to finance, enhancing marketing skills, and adopting a balanced marketing mix approach to strengthen competitiveness and ensure sustainable business growth.