MARKETING ORIENTATION AND WOMEN ENTREPRENEURSHIP PERFORMANCE IN THE 21ST CENTURY

A STUDY OF WOMEN ENTREPRENEURSHIP (CLUSTER) IN SOKOTO METROPOLIS

Abstract

The aim of this study is to assess the influence of marketing orientation on the performance of women entrepreneurs in Sokoto metropolis. The study uses Sokoto metropolis as the study area, a sample size of 353 women entrepreneurs is drawn using purposive and convenience sampling techniques out of 4512 registered women entrepreneurs in Sokoto metropolis. The responses are collected through structured questionnaire; statistical package for social science (SPSS) is used to analyze respondent’s profile while Regression model is used to test the research hypotheses. The findings of the study indicated that marketing orientation variables of intelligence generation and intelligence dissemination have positive and significant influence on the performance of women entrepreneurs in Sokoto metropolis. The study therefore suggests that Intelligence generation and intelligence dissemination variables of marketing orientation are important to women entrepreneurs’ performance. Therefore, adequate market intelligence needs to be generated and disseminated by women entrepreneurs for improved performance.