Effect of Entrepreneurial Marketing Orientation on The Performance of Small Businesses in Delta State, Nigeria

Ebigwu Kerry Ijeoma

doi:10.56201/wjeds.v11.no9.2026pg113.122

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Effect of Entrepreneurial Marketing Orientation on The Performance of Small Businesses in Delta State, Nigeria

Ebigwu Kerry Ijeoma

Abstract

This study examined the effect of entrepreneurial marketing orientation on small business performance in Delta State, Nigeria. The specific objectives were to determine the effects of innovativeness, proactiveness and value creation on small business performance. The study adopted a descriptive survey research design. The population comprised 2,845 registered small businesses in Delta State, from which a sample of 351 was determined using Taro Yamane's formula and selected via stratified random sampling. Primary data were collected through a structured questionnaire administered to small business owners/managers. Data were analyzed using descriptive statistics and multiple linear regression analysis at 0.05 level of significance with the aid of SPSS version 27. The findings revealed that innovativeness (β=0.312, p<0.05), proactiveness (β=0.285, p<0.05) and value creation (β=0.348, p<0.05) have positive and significant effects on small business performance, with value creation having the strongest effect. The R-square of 0.581 indicates that entrepreneurial marketing orientation dimensions jointly explain 58.1% of variation in small business performance. The study concluded that entrepreneurial marketing orientation is a critical strategic resource for enhancing small business performance in Delta State. It was recommended that small business owners should invest in continuous innovation, develop proactive market intelligence systems, and prioritize superior value creation through quality products and excellent customer service.

Keywords

Entrepreneurial Marketing OrientationInnovativenessProactivenessValue CreationSmall Business PerformanceDelta State.

References

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Effect of Entrepreneurial Marketing Orientation on The Performance of Small Businesses in Delta State, Nigeria

Abstract

Keywords

References

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