Effects of Market Orientation Strategies on the Performance of Small and Medium Scale Enterprises (SMES) in Nasarawa State, Nigeria

ABDULLAHI Dauda, Ph.D

Federal University of Lafia, Nasarawa State.

Keywords: Market orientation, Performance, Small and medium scale, Enterprises, Competitor orientation, Customer focus and Cross-functional coordination

Abstract

The objective of this study is to evaluate the effect of market orientation strategies on the performance of SMEs in Nasarawa State, Nigeria. Data were collected using adapted instrument (questionnaire) on past research related to market orientation strategies on the performance of SMES. Furthermore, sample size for this study was 386 owner/manager with the population of 10,728 registered SMEs in Nasarawa State, Nigeria. Hypotheses formulated in null form were tested using Partial Least Square Structural Equation Model (PLS-SEM). Similarly, Smart PLS 3.0 was used for the analysis of data for this study. The tested hypotheses for customer focus and cross functional coordination showed positive and significant effect on the performance of SMEs in Nasarawa State, Nigeria. While tested hypothesis for competitor orientation revealed a positive and insignificant effect on the SMEs performance in Nasarawa State, Nigeria. This study would help the owners’ managers to identify their areas of weaknesses, strength, threat and opportunities so as to improve on them and enable them to take advantage of any slightest opportunities. This study concluded that if owners’ managers would apply market orientation strategies, they would be able to compete favorably and survive in the troubled economy. Finally, it was recommended that owners’ managers should supply quality products or services based on the interest of their customers and not in the interest of the firms.

Published

July, 2024

ISSUE

VOL.4.NO.1

Citation

ABDULLAHI Dauda, Ph.D (July, 2024). Effects of Market Orientation Strategies on the Performance of Small and Medium Scale Enterprises (SMES) in Nasarawa State, Nigeria . International Journal of Marketing and Management Sciences,(VOL.4.NO.1), 193 - 211.

APA format

ABDULLAHI Dauda, Ph.D . "Effects of Market Orientation Strategies on the Performance of Small and Medium Scale Enterprises (SMES) in Nasarawa State, Nigeria ." International Journal of Marketing and Management Sciences, vol. , no. VOL.4.NO.1, July, 2024, pp. 193 - 211.

MLA format

ABDULLAHI Dauda, Ph.D . July, 2024. "Effects of Market Orientation Strategies on the Performance of Small and Medium Scale Enterprises (SMES) in Nasarawa State, Nigeria ." International Journal of Marketing and Management Sciences , no. VOL.4.NO.1: 193 - 211.

Chicago format

ABDULLAHI Dauda, Ph.D (July, 2024). "Effects of Market Orientation Strategies on the Performance of Small and Medium Scale Enterprises (SMES) in Nasarawa State, Nigeria ." International Journal of Marketing and Management Sciences, vol. , no. VOL.4.NO.1, pp. 193 - 211.

Harvard format