ENTREPRENEURIAL MARKETING AND PERFORMANCE OF MANUFACTURING FIRMS IN ENUGU METROPOLIS

Abstract

The study examined entrepreneurial marketing and performance of manufacturing firms in Enugu metropolis. The specific objectives include to; examine the effect of innovativeness on customer base growth of manufacturing firms in Enugu metropolis, ascertain the effect of opportunity recognition on market share of manufacturing firms in Enugu metropolis and determine the effect of proactiveness on number of employees of manufacturing firms in Enugu metropolis. A descriptive survey design was adopted for the study. The population of the study was 2,215 entrepreneurs and staff of manufacturing firms. The sample size of the study was 338 using Taro Yamani’s Formula. Questionnaire instrument was validated. Reliability of the instrument was checked using Cronbach alpha test.  The study used convenience sampling techniques for selecting respondents. The findings revealed that innovativeness had a positive effect on customer base growth of manufacturing firms in Enugu metropolis, opportunity recognition had a positive effect on market share of manufacturing firms in Enugu metropolis, proactiveness had a positive effect on number of employees of manufacturing firms in Enugu metropolis. We concluded that innovativeness, opportunity recognition and proctiveness had positive effect on customer base growth, market share and number of employees of manufacturing. Based on findings, the study recommended that manufacturing firms should continue to focus on entrepreneurial innovativeness for improved performance of the enterprise through creation of avenue for brain storming and sharing ideals among staff and entrepreneurs.