ABSTRACT

This study examined the effect of marketing mix utilization on SMEs growth. The study retrieved 119 data which was analysed using descriptive statistics and inferential statistics (regression). Specifically, the regression analysis revealed that: there is a significant relationship between product strategy and SMEs growth; while price strategy, promotional strategy, place strategy and process strategy do not significantly influence SMEs growth in Benin City. Based on these findings, it was recommended that: SMEs prioritize product development and innovation; it remains critical for SMEs to maintain competitive pricing; SMEs should consider revamping their promotional activities, possibly by leveraging digital marketing tools and social media platforms, which offer cost-effective means to reach a wider audience; and SMEs should aim to streamline operations and improve customer service to enhance overall customer satisfaction and operational efficiency