Title: The Role Of Entrepreneurial Marketing In Enhancing The Competitiveness Of Smes In Oyo State
Authors: Olateju Idowu A. PhD, Ashamu Idris A.O. PhD
Volume: 9
Issue: 1
Pages: 344-349
Publication Date: 2025/01/28
Abstract:
This paper investigates the role of entrepreneurial marketing in enhancing the competitiveness of SMEs in Oyo State. The study made use of a survey research methodology while a stratified sampling technique and simple random sampling techniques were used as sampling techniques, and the sample size was determined using Slovin's Formula with a sample size of 150 was used in this study. The research instrument adopted was a questionnaire. The Statistical Package for Social Sciences (SPSS) was used for analyzing the data. The finding revealed that some of the challenges facing SMEs in Oyo State include limited access to credit and funding (X= 3.28, SD = 2.19), Poor infrastructure, including unreliable electricity, inadequate road networks, and limited access to water (X= 3.09, SD = 2.13), changing government policies and regulations (X=3.17, SD = 2.23). Furthermore, it was revealed that entrepreneurial marketing (Value creation and customer-centric) significantly influenced competitiveness of SMEs in Oyo State [(R2 = .634; F (2, 149) = 124.887; p < .05)]. The study recommends the need to ensure that policies are consistent and transparent, reducing the risk of sudden regulatory changes that can disrupt SME operations.