THE IMPACT OF MARKETING ORIENTATION ON SMALL SCALE INDUSTRY IN NIGERIA (A CASE STUDY OF NIGERIAN ECONOMY)

THE IMPACT OF MARKETING ORIENTATION ON SMALL SCALE INDUSTRY IN NIGERIA (A CASE STUDY OF NIGERIAN ECONOMY)

ABSTRACT

This Research work is designed to analyse, the various aspect of market orientation practices in small business enterprise, it is primarily aimed at the study of “whether or not”, inadequate Market orientation can lead to small business failures.

It also touched, on the significance of market orientation, it’s performance and other related industrial Issues, and thereafter, given recommendations where and when necessary in order to check or completely eliminate, the issue of business collapse or failures and help increase there overall performance and turnover of small-scale businesses in Nigeria.

For the purpose of this research, the primary source of data collection was used to obtained data for the project, (Application of questionnaires) in order to collect and collate Information, to arrive at a complete inference on the research Topic.

A hundred and fifty questionnaires was printed and issued out to various respondents, of which only 60% where able to be retrieved.

Twenty (20) questionnaires were randomly selected from the 60% (90) representing different fields of business and was used for the purpose of computation and analysis of the Project.

The findings and conclusions from these analysis shows that, Market orientation helps to enhance profitability, Organizational performance, the customer retention as well as Marketing innovative ness in small business.

TABLE OF CONTENTS

CHAPTER ONE

1.0           Introduction/Background to study

1.01      Statement of the problem

1.02      Research question

1.03  Hypothesis

1.04  Scope of study

1.05  Purpose of study

1.06  Significance of the study

1.07  Limitation

CHAPTER TWO

2.0    Literature review

2.01 Marketing orientation and business performance

2.02  Marketing orientation and innovativeness

2.03 Marketing orientation and business environment

2.04 Constraints of marketing orientation practices

2.05  Failed policies from inadequate market orientation

Practices

2.06  Marketing orientation and competition

CHAPTER THREE

3.0    Methodology

3.01  Research design

3.02  Sample size and procedure

3.03  Restatement of hypothesis

3.04  Summary

CHAPTER FOUR

4.0    Presentation of analysis of data

4.01  Chi square distribution

4.02  Sample size

4.03  Small size

4.04  Decision rule

4.1    Presentation of Data

4.1.1 Spreadsheet of response/table

4.1.2 Data sheet of contingency table

4.2    Presentation of observed frequency

4.3    Analysis of Data

CHAPTER FIVE

5.0    Summary, Conclusion and Recommendation

5.1    Summary of findings

5.2    Recommendation

5.3    Conclusion

Reference

Appendix

CHAPTER ONE

INTRODUCTION

BACKGROUND TO STUDY

Ten percent of the profit before tax made by bonus is directed towards financing Small and Medium Scale Industries in Nigeria (SMES) as directed by the Federal Government through the Apex body in the country’s financial institution – Central Bank of Nigeria CBN. This has come to stay as a policy, brought forth as a result of the overwhelming impact of this sector to a country’s economic development as evidenced in the tracks of nations like: Brazil, Argentina, India, China, Malaysia amongst others.

THE IMPACT OF MARKETING ORIENTATION ON SMALL SCALE INDUSTRY IN NIGERIA (A CASE STUDY OF NIGERIAN ECONOMY)