Digital Market Analysis and Business Performance of Small and Medium Enterprises (SMEs) in South-East, Nigeria (Published)
This study examined the relationship between digital market analysis and business performance of Small and Medium Enterprises (SMEs) in South- East, Nigeria. The rapid advancement in information and communication technology has transformed business operations globally, compelling SMEs to adopt digital tools for market intelligence, customer engagement, and competitive positioning. Despite the increasing relevance of digital market analysis, many SMEs in South-East, Nigeria still struggle with poor market information systems, limited digital capabilities and inadequate utilization of data-driven strategies. The objectives of the study were to determine the effect of online consumer analysis, digital competitor analysis, social media analytics and electronic market forecasting on SME performance. The population of the study comprised of 21320 SMEs in the studied states. The sample size of 392 was drawn from the population of the study using Taro Yamani sample size determination method. The study adopted a descriptive survey research design. Data were collected from SME owners, managers and their employees through structured questionnaires. Descriptive and inferential statistical techniques were used in analyzing the data. Findings revealed that digital market analysis significantly improves SMEs performance, customer satisfaction, sales growth, market expansion, and business sustainability of SMEs. The study concluded that SMEs that effectively utilize digital market analysis tools achieve superior business performance and competitive advantage. The study recommended that SME operators should invest in digital analytics tools, employee training, and customer data management systems to improve decision-making and sustainability.
Keywords: Business Performance, Consumer Behavior, Digital market analysis, Nigeria, SMEs, South-East, digital competitor analysis, electronic market forecasting, online consumer analysis, social media analytics