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Entrepreneurial Orientation and Marketing Success of Fast-Food Firms in Port Harcourt

Chikere, PC, PhD

Abstract

The study examined the relationship between Entrepreneurial Orientation and Marketing Success of fast-food firms in Port Harcourt. This investigation made use of a correlation survey methodology. The total population of 39 fast food businesses was used as the sample since the scale of the study was reasonable. Each business received three copies of the 117 surveys that were sent out. Hence, 117 people were surveyed for the research. Applying Cronbach's alpha test, we were able to verify the instrument's reliability; the resulting coefficient of 0.98 is higher than the allowed threshold of 0.70. Both descriptive and inferential statistical approaches were used to analyse the data acquired from the surveys. To assess the assumptions that were generated, the Spearman Rank Order Correlation approach was utilised. The study's results showed that among Port Harcourt's fast-food businesses, an entrepreneurial mindset was significantly associated with better marketing results. There was a robust and statistically significant correlation between marketing performance and innovativeness and risk-taking. Findings from the study indicate that an entrepreneurial mindset is a significant factor in the marketing success of local fast-food chains. The results supported the idea that fast food joints in Port Harcourt would benefit from trying something fresh in order to pique consumers' interest. Also, managers should intentionally go for business prospects, even if they're quite risky, especially if they're new to the company.

Keywords

Entrepreneurial Orientation Innovativeness Risk-taking and Marketing Success.

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