THE IMPACT OF MARKETING ORIENTATION ON SMALL SCALE INDUSTRY IN NIGERIA
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.
Financing this sector of the economy adequately by these nations has moved them forward economically. Newly industrialized economy (NIE) were basically shown the way forward by throwing their weight behind small and medium scale industry.
Many more policies have been signed into law by different governments to improve this sector. Lately, we have the economic reform: National Empowerment for Economic
Development Strategies (NEEDS) by the Obasanjo Administration and one of its main objectives is the development of SMEs.
Nevertheless, not every small business floated either individually or with the Government's aid has come to stay as inadequate marketing skill-market orientation practice among other factors is set to ruin its continuity.
Continued rising and disappearance of small businesses would be seen over a long period of time until critical issues like marketing orientations are analyzed and consciously laid in the minds of business managers and entrepreneurs. This skill would help keep the industry live and prevent early demise if any at all.
STATEMENT OF PROBLEM
How does inadequate market orientation lead to small business failure?
PURPOSE OF STUDY
Generally, the purposes of this research are:
I). To show the significance of market orientation in the effective running of business.
ii). To guide entrepreneurs of business.
Specifically, the purpose include:
i. The study would guide existing small-scale businesses in the running of the business.
ii. This study would also prepare prospective smallscale business entrepreneurs with respective to skill acquisition on market orientation before starting up.
iii. It would also assist other researchers in conducting similar research.
iv. It would also add to the body of knowledge for information sourcing.
RESEARCH QUESTIONS
The following questions are hereby asked:
i) Is it because market orientation dictates profitability?
ii) Is it because market orientation affects performance?
iii) Is innovativeness a function of market orientation?
iv) Is customer retention a function of market orientation?
RESEARCH HYPOTHESES
With respect to the statement of problem and research questions I make the following hypotheses:
i). Market orientation dictates profitability: H1
ii). Market orientation affects performance: H2
iii). Innovativeness is a function of market orientation: H3
iv). Customer retention is a function of market orientation: H4
SCOPE OF STUDY
This study is limited to small-scale businesses resident in Lagos State only. Lagos State was chosen because of proximity and convenience to the researcher.
SIGNIFICANCE OF THE STUDY
This research would aid small business managers, government and policy makers in assessing small-scale business, its performance and enacting policies on them respectively.
LIMITATIONS
This research does not cover all states of the federation but restricted to Lagos alone due to my working environment restraint.
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