THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA

Abstract

The study investigated the relationship between entrepreneurial marketing dimensions and performance of micro scale businesses in Ogun East Senatorial District in Ogun Stae, Nigeria. The survey research design was employed and purposive sampling technique was used to select a sample of 259 out of the 270 copies of the structured questionnaire administered to owners and managers of micro scale businesses in all the Nine (9) Local Government Areas in the study area. Employing regression analysis technique, empirical findings revealed that all the entrepreneurial marketing dimensions (innovativeness, proactiveness, risk-taking, resources leveraging and value creation) except innovativeness are positively and significantly related to micro scale business performance. The study recommends that micro scale businesses as well as government and non-governmental organizations should incorporate and practice the five major constructs of entrepreneurial marketing dimensions in order to achieve the desired results and enhance micro scale business performance in Nigeria.