Effect of Marketing Strategies on Performance of Retail Shop Owners in Nigeria - Review

The use of effective marketing strategies in Nigeria has been a widely recognized approach to enhance the performance of retail shop owners in the country. This study aims to provide a comprehensive review of the existing literature on this topic in order to gain a better understanding of the impact of marketing strategies on the performance of retail shop owners in Nigeria. Through our systematic review, we have identified key factors that have contributed to the success of marketing strategies for retail shop owners in Nigeria. These include market segmentation, pricing strategies, promotional activities, and customer relationship management. Additionally, we have also identified potential challenges that may hinder the effectiveness of these strategies, such as limited resources and competition. Our findings suggest that the use of targeted and integrated marketing strategies can significantly improve the performance of retail shop owners in Nigeria. By understanding the needs and preferences of their target market, retailers can develop more effective strategies to attract and retain customers. Furthermore, continuous evaluation and adaptation of these strategies are crucial for sustained success in the highly dynamic retail industry. Overall, our review highlights the importance of marketing strategies for the success of retail shop owners in Nigeria and provides valuable insights for both academics and practitioners. We believe that these findings will contribute to the advancement of marketing literature and provide practical recommendations for retail shop owners to improve their performance.