ABSTRACT
The study investigates conventional entrepreneur and market competition in Ogun state which emphasis on selected Fashion Designers. The study identify and describe the marketing mix strategies used by the conventional entrepreneur in the face of competition; it examines the entrepreneurial competence level of conventional entrepreneur and also measure the relationship between utilization of marketing mix strategies and entrepreneurial competence level of the conventional entrepreneur. The study was anchored on three theories namely, resource based theory, theory of uncertainty and theory of achievement. Descriptive survey design was adopted using questionnaire as the prime instrument to generate data from one hundred and fifty (150) fashion designers in Ijebu-north local government area of Ogun State. Data generated was analysed using descriptive statistics, Pearson Moment Correlation Coefficient and Multiple Regression Analysis. Results from this study indicates the association between marketing competitiveness and performance of conventional entrepreneurs. Also, it revealed a significant relationship between utilization of marketing mix strategies and entrepreneurial competence level of conventional entrepreneurs. The implication therefore is that if the conventional entrepreneurs are able to harness marketing mix, they will be able to forge a good marketing strategy which will enable them realize the desired impact on their target customers.
TABLE OF CONTENTS
CHAPTER ONE: Introduction
1.0 Background to the Study
1.1 Statement of the Problem
1.2 Objective of the Study
1.3 Research Questions
1.4 Research Hypotheses
1.5 Scope of the Study
1.6 Limitations of the Study
1.7 Justification of the Study
1.8 Organization of the Study
1.9 Operational Definition of Terms
CHAPTER TWO: Literature Review
2.0 Preamble
2.1 Conceptual Review
2.1.1 Concept of Marketing
2.1.2 Entrepreneurship Marketing
2.1.3 Understanding Conventional Entrepreneur
2.1.4 Characteristics and Skills of Conventional Entrepreneurs
2.1.5 Entrepreneurial Competence Areas
2.1.6 Business Performance
2.2 Theoretical Review
2.1.1 Schumpeterian theory of Innovation
2.2.2 Resource Based Theory
2.2.3 Knight’s Theory of Uncertainty (1957)
2.2.4 McClelland’s Theory of Achievement (1961)
2.3 Empirical Review
CHAPTER THREE: Methodology
3.0 Preamble
3.1 The Study Area
3.2 Population of the Study
3.2.1 Population Distribution
3.2.2 Sample Size and Procedure
3.3 Research Design
3.4 Type of Data and Instrumentation for Data Collection
3.5 Validity and Reliability of Research Instrument
3.6 Method of Data Analysis
CHAPTER FOUR: Data Analysis and Interpretation of Results
4.1 Demographic Characteristics of Respondents
4.1.1 Gender distribution of Respondents
4.2 Analysis of Questionnaire items
4.3 Testing of Hypotheses
4.3.1 Hypothesis One
4.3.2 Hypothesis Two
4.4 Discussion of Findings
CHAPTER FIVE: Summary of Findings, Conclusion and Recommendations
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
References
Questionnaire
