Marketing Strategies and Economic Growth of Small and Medium Enterprises (SMEs) in Davao Del Sur
DOI:
https://doi.org/10.69569/jip.2025.387Keywords:
Business environment, Cultural nuances, Economic growth, Marketing strategies, Market dynamicsAbstract
This study aimed to assess the impact of marketing strategies on the economic growth of small and medium-sized enterprises (SMEs) in Davao del Sur, focusing on the relationship between marketing strategies and economic development. A descriptive-correlational research design was employed, using data from 90 SME participants. Most respondents had 1-5 years of business experience, with 85.60% reporting monthly profits between ₱100,000 and ₱200,000. The findings showed that SMEs effectively assessed their marketing strategies across all areas, particularly People, Place, and Promotion, highlighting strong customer engagement, accessibility, and advertising efforts. However, the study also revealed a negative correlation between marketing strategies and economic growth, which was not statistically significant, as indicated by a p-value of 0.374. Based on these results, it is suggested that future research may explore other factors influencing SME profitability, such as customer retention, cost management, and technological adoption, to identify more effective strategies for improving economic growth.
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