Sustainable Marketing Strategies and Business Success of Small and Medium Scale Enterprise in Yenagoa, Bayelsa State

Abstract

The purpose of this study was to investigate the relationship between sustainability marketing strategies and business success of small and medium enterprises (SMEs) in Yenagoa, Bayelsa State, with a specific focus on how eco-friendly products, corporate social responsibility (CSR), and transparency influence customer satisfaction. The study adopted a cross-sectional survey research design, targeting a population of 249 registered SMEs obtained from the Ministry of Commerce, Trade and Investment. Using the Taro Yamane formula, a sample size of 147 respondents was determined. Data were collected through structured questionnaires and analyzed using correlation analysis. The results revealed that all three sustainability marketing strategies eco-friendly products, CSR, and transparency have strong and statistically significant positive relationships with customer satisfaction. The study concluded that SMEs that embrace eco-friendly practices, actively engage in CSR, and operate transparently are more likely to experience higher levels of customer satisfaction and long-term business success. Based on these findings, the study recommends that SMEs should incorporate CSR into their core strategies, maintain honesty and openness in customer relations, and prioritize eco-friendly product development to enhance their performance and competitiveness.