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Chapter One of The Impact of Marketing Orientation on Small Scale Industry in Nigeria (a Case Study of Nigerian Economy)
Abstract of The Impact of Marketing Orientation on Small Scale Industry in Nigeria (a Case Study of Nigerian Economy)
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.
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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.
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