IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 5 2024
DOI: 10.56201/ijmcs.v8.no5.2024.pg114.129

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Unlocking Marketing Strategies: Navigating Nigeria Banking Challenges in This Present Economy in Port Harcourt Metropolis, Rivers State, Nigeria

Ebiye George, Obentey Austin Amawei, Raymond Oti

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Abstract

This study investigates the challenges faced by small and medium-sized enterprises (SMEs) in Port Harcourt, Nigeria, particularly in relation to banking barriers and economic factors, and explores how SMEs employ marketing strategies to navigate these obstacles. SMEs in Port Harcourt, which are critical to the Nigerian economy, struggle with limited access to finance, high-interest rates, stringent collateral requirements, and an unsupportive banking environment. Moreover, macroeconomic challenges such as inflation, currency depreciation, and the volatility of oil prices further intensify these financial constraints. Using a mixed- methods approach, this research combines a quantitative survey of 360 SMEs and qualitative interviews with 15 key stakeholders (including SME owners, banking professionals, and policymakers). Findings show that inflation in operational costs (88.9%) and high-interest rates (69.4%) are the most significant challenges faced by SMEs, while limited access to credit remains a key barrier. Despite these hurdles, SMEs have increasingly turned to digital marketing strategies, with 75% reporting increased sales, 85% noting greater brand awareness, and 70% experiencing higher customer retention through digital channels. The study also highlights the growing role of financial technology (FinTech) platforms, which provide SMEs with alternative financing options that bypass traditional banking systems. The research concludes that, while financial barriers remain formidable, SMEs in Port Harcourt can significantly benefit from adopting digital marketing tools and leveraging FinTech solutions. Recommendations are made for SMEs to enhance their digital marketing efforts and for policymakers to create more inclusive financial systems that support SME growth and resilience.

keywords:

Marketing, Banking, Economy, SMEs

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References:

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