The Impact of Advertising on the Performance of Nigeria's Small Business Enterprises
Hamza Aliyu Galadanchi *
Department of Business Administration, Al-Qalam University Katsina, College of Management and Social Science, Nigeria.
Taofik A. Bello
Department of Business Administration, Al-Qalam University Katsina, College of Management and Social Science, Nigeria.
Muddaha Garba
Department of Business Administration, Al-Qalam University Katsina, College of Management and Social Science, Nigeria.
*Author to whom correspondence should be addressed.
Abstract
The goal was to look at the link between advertising and the success of small beverage enterprises in Katsina. The study examines how conventional advertising, Internet advertising, advertising cost, advertising quality, and advertising Volume affect the successful performance of small beverage businesses. The research takes a quantitative approach and employs a survey design. The study used statistical software for social sciences to examine data from 71 respondents (SPSS). According to the study findings, Conventional advertising, internet advertising, advertising cost, and advertising quality have a substantial link with the successful performance of small beverage firms. On the other hand, findings indicated that advertising Volume had no impact on the success of small beverage enterprises. Therefore, companies who wish to improve their performance should focus on conventional advertising as well as internet advertising, according to the report, by spending more on the advertising process to increase the efficiency of the advertising programs.
Keywords: Advertising, performance, Nigeria, small beverage company