AN ASSESSMENT OF THE IMPACT OF CULTURAL DIMENSIONS ON ENTREPRENEURIAL MARKETING PERFORMANCE IN SELECTED SMALL BUSINESS OUTFITS IN DELTA STATE

Abstract

Conventional marketing appears not to be effective for small business entrepreneurship competitiveness. Entrepreneurial marketing performance is dependent on so many factors with culture which seems to be the most silent. This study examines the dimensions of culture on entrepreneurial marketing performance. The geographic areas for this study were Oshimili South, Uvwie, and Ethiope East local government areas in Delta State, with total population of 760 SMEs. The sample objects comprised 262 small business entrepreneurship outfits that were selected through stratified random sampling method. The research instrument for data collection was a 30- item modified structured questionnaire on a five point likert scale. Data obtained were analyzed using correlation and multiple regression as analytical tools. The findings revealed that low power distance, low uncertainty avoidance, collectivism and masculinity dimensions of culture exhibited positive effect on small business entrepreneurial performance, while individualism has no statistical effect on entrepreneurial performance. It is concluded that cultural dimensions have significant impact on entrepreneurial marketing performance, in the context of cultural setting in the business environment. The study recommends that entrepreneurs should minimize inequality in their venture, have positive attitude towards uncertainty and environmental changes, and achievement motivation.