271 AJBMR • Doi Publications
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  • INDUSTRY ENVIRONMENTAL FACTORS AND THE MARKETING ORIENTATION PRACTICES OF NIGERIAN SMALL BUSINESS ENTERPRISES: A Factor Analytic Assessment
    ►Adekunle Abiodun IDRIS

     10.52283/NSWRCA.AJBMR.20140404A01

    ABSTRACT
    The study investigated the effects of industry environmental factors on the marketing practices of small business enterprises in Lagos, Nigeria. The study sets out to consider the importance of the dimensions of industry environments on SBEs marketing practices and to ascertain the degree of association between the two, if any. Using a survey design and quota sampling, structured questionnaire was used to obtain data from 545 entrepreneurs and senior marketing personnel. These were analyzed using factor analysis, ANOVA and other tools in the predictive analysis software (version 19.0). The findings shows that market turbulence and buyer power were the most influencing industry factors. The study also found a significant and positive relationship between industry factors and marketing practices of the surveyed SBEs. The paper proposed a model to explain the influence of industry factors on marketing practices of SBEs. It further makes some recommendations for marketing practitioners and suggestions for further studies
    Keywords:  Industry environment, Marketing practices, Marketing orientation, Small business enterprises, Factor analysis, Nigeria

    Pages:01-17 :: Download-View
 
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