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Entrepreneurial Networking and Sales Performance of Stall Operators in Awka

Okechukwu Ferdinand CyrilNwuche, PhD

Abstract

This study examined the effect of entrepreneurial networking on sales performance among stall operators in Awka, Anambra State. Specifically, the study examined how social network and network resources affect sales performance of stall operators in Awka. A descriptive cross- sectional survey design was adopted to collect data at a single point in time from a sample of 384 respondents, selected using a snowballing sampling technique. Data were collected through a structured questionnaire and analyzed using multiple regression analysis in SPSS version 26. Hypotheses were tested at a 5% significance level to determine the individual and combined effects of social networks and network resources on sales performance. The findings revealed that: social network has a positive and significant effect on sales performance of stall operators in Awka (? = 0.694; p = 0.000); network resources have a positive and significant effect on sales performance of stall operators in Awka (? = 0.193; p = 0.000). In conclusion, building and maintaining meaningful relationships within their community and among business contacts enables them to share information, attract more customers, and improve their sales outcomes. The study recommended that Market leaders and stall coordinators should actively organize regular networking events, forums, or meetups within the market to help stall operators build and maintain strong social relationships. These structured interactions will enable operators to exchange customer referrals, share market information, and create stronger business bonds that enhance their visibility and trust within the community, ultimately boosting their sales.

Keywords

Entrepreneurial NetworkingSales PerformanceSocial NetworkNetwork

References

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