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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Southeast Asian Business Review
Usani, Nfawa Erasmus
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Entrepreneurial Marketing and Performance of Small and Medium Scale Enterprises in Akwa Ibom State Etuk, Samuel G; Udoh, Nse-Obong Augustine; Usani, Nfawa Erasmus
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2137

Abstract

Entrepreneurial marketing has become increasingly popular in the fields of entrepreneurship and marketing, as well as among organizations aiming to obtain a competitive edge. In practice, small and medium-sized enterprises (SMEs) in Akwa Ibom State, Nigeria, generally see entrepreneurial marketing as an appealing and efficient marketing strategy motivated by the desire to make the most of their unique strengths. These SMEs are involved in the sale of products and services. This study aimed to investigate the influence of entrepreneurial marketing on the performance of small and medium-scale enterprises in Akwa Ibom State. The sample size for the study was 400, determined using the Taro Yamane formula. The proxies for entrepreneurial marketing were considered jointly as customer orientation, entrepreneurial orientation, and innovation orientation. The researchers adopted a survey research design. A structured questionnaire was designed to obtain data from 400 SME owners. We also adopted a simple random technique for this study. We tested the combined hypothesis using multiple regression analyses. The study revealed a significant influence of customer orientation, entrepreneurial orientation, and innovation orientation on the performance of small and medium-scale enterprises in Akwa Ibom State. In conclusion, this study empirically provides evidence of the influence of entrepreneurial marketing on SME performance. SMEs can improve their performance by embracing the entrepreneurial marketing philosophy. Based on these conclusions and findings, the researchers recommended that SMEs in Akwa Ibom State improve their customer orientation to understand their customers better.
Between Time and Monetary Cost: The Dilemma of Choice Among Customers in Purchase Decision-Making at Retail Stores Udoh, Ini Smart; Usani, Nfawa Erasmus; Joseph, Uduak E.; Ubong, Martins Christopher
Southeast Asian Business Review Vol. 4 No. 1 (2026): Southeast Asian Business Review - Vol. 4 No. 1 (2026)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/sabr.v4i1.77006

Abstract

Essential aspects of consumer behaviour can be encapsulated over time. Conversely, monetary cost is regarded as the total amount of money necessary to acquire a particular assortment of products. These two aspects can be regarded as essential factors influencing a customer's selection of a retail store for their shopping needs. This paper seeks to elucidate the diverse strategies that consumers use to enhance their shopping experiences, particularly by examining the influence of time and monetary costs on their decision to purchase from a retail store. Data were collected from primary sources, and the study area was Uyo Metropolis of Akwa Ibom State. The sample size for the study was 384 respondents who were selected using the purposive sampling technique from retail stores in the study area. Data collected were treated using the descriptive statistics. Based on their mean score, the result revealed that the respondents highly evaluated four items on the survey instrument relating to their time and monetary value consideration when making purchase decisions. These were items on monetary cost (MC3), indicating that customers appreciate discounts a lot and will rather locate shops that can offer them discounts irrespective of the time they spend shopping (mean = 3.0994, SD = 1.44758). Additionally, the item labelled Purchase Decision (Pd3) indicated that time was crucial in making purchase decisions in retail stores, particularly when urgency was a factor (mean = 3.0653, SD = 1.43173). Then (Time=Tm2), time was of the essence when shopping, so customers would rather go to shops within their proximity (Mean=3.0398, SD=1.46900), and (Time=Tm3) on a scale of time and monetary cost, customers were likely to pick time over the cost of shopping (Mean=3.0114, SD=1.43019). It was concluded that a dual consideration often led to a trade-off; for instance, a customer may opt for a more expensive item that promises a faster shopping experience, thereby conserving valuable time that could otherwise be spent seeking alternatives.
Co-Authors Etuk, Samuel G Joseph, Uduak E. Ubong, Martins Christopher Udoh, Ini Smart Udoh, Nse-Obong Augustine