International records / OpenAlex research

Effect of Marketing Strategies Adopted by Microfinance Banks (MFBS) Performance

This study examined the influence of marketing strategies on the performance of Microfinance Banks (MFBs) in Ijebu-North, Ogun State, Nigeria, with emphasis on promotion, price, place, and product. Using a descriptive survey research design, data were collected through structured questionnaires and analysed to assess the extent to which these strategies affect customer base growth. The findings revealed that promotion and placement (branch location) strategies significantly and positively impact the growth of MFBs’ customer bases, underscoring the importance of effective awareness campaigns an…