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Impact of Marketing Skills on Entrepreneurial Development in Hong LGA of Adamawa State

Umaru Musa, Supurti Irmiya, Ndigefa Earnest Johnson, Kurah, Alheri Nomdono, Ekane Peter Magam, Sunusi Abdulazeez Bala

Abstract

This study examined the effect of marketing skills on entrepreneurial development in Hong Local Government Area of Adamawa State. Specifically, it investigated the influence of marketing skills, financial literacy, access to finance, women empowerment, and management skills on entrepreneurial development. A survey research design was adopted, and data were collected using structured questionnaires. The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that marketing skills, financial literacy, and access to finance had positive and significant effects on entrepreneurial development, while women empowerment and management skills had negative and insignificant effects. The study concluded that marketing skills are a key determinant of entrepreneurial development and that improving entrepreneurs' marketing capabilities, financial literacy, and access to finance will enhance business growth and sustainability. The study recommends that government and relevant agencies should strengthen entrepreneurship training with greater emphasis on marketing skills, financial literacy, and improved access to finance to promote sustainable entrepreneurial development.

Keywords

Marketing skillsentrepreneurial developmentfinancial literacyaccess to financeand management skills.

References

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