MARKETING ORIENTATION MANAGEMENT APPROACHES REQUIRED BY BUSINESS PROMOTERS FOR BETTER OPERATION OF SMALL AND MEDIUM-SCALE ENTERPRISES IN ANAMBRA STATE

Abstract

This paper investigated marketing orientation management approaches adopted by business promoters for better operations of small and medium-scale enterprises in Anambra State. One research question guided the study, and two null hypotheses were tested at the 0.05 level of significance. The study adopted a descriptive survey research design. The population of the study comprised 1053 small and medium-scale enterprise promoters in Anambra State. A stratified random sampling technique was used. In the process, two strata were formed based on the two sectors used. Based on this, the researcher deemed the sample size of 351 respondents appropriate for this study. The instrument for data collection was a structured questionnaire validated by three experts. The reliability of the instrument was ascertained using the Cronbach Alpha method, and the reliability coefficient of marketing orientation was 0.84. The study utilized the direct method of questionnaire administration. Descriptive statistics of mean and standard deviation were used to analyze data related to the research question. Analysis of Variance (ANOVA) was used to test the Null hypotheses. Based on the findings, the study concluded that business promoters in Anambra State adopted marketing orientation management approaches to enhance the effectiveness, competitiveness, and sustainability of small and medium enterprises