MARKETING IN PANDEMIC: THE LIVED EXPERIENCES OF SMALL BUSINESSES IN COVID-19 AND LESSONS LEARNED

Abstract

This study investigates the experiences of Nigerian small businesses in marketing their goods at the peak of COVID-19 and the lessons learned. The sample consisted of 21 marketers selling in an open street market in Southeast Nigeria. An ethnographic approach was used to gather data from the perspective of the cultural insider. Concerning the experiences of the marketers at the peak of the coronavirus pandemic, data analysis revealed four categories that included communication, social responsibility, distribution, ethics, and purchasing. For the lessons learned, five categories also emerged, namely: Market intelligence, succession planning, digitalization of communication and distribution, and resources. Findings suggest that small businesses need to make the improvements they need to succeed in their marketing roles. Business educators, consultants, and small business coordinating organizations should provide Educational programmes to equip small business marketers with the competencies they need to survive the pandemic and cope with the new normal.