IDEAS home Printed from https://ideas.repec.org/p/ags/iaae15/211928.html
   My bibliography  Save this paper

Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria

Author

Listed:
  • Umeze, Gerald E.
  • Ohen, Susan B.

Abstract

The paper assessed the utilization of marketing mix strategies and entrepreneurial competencies of micro restaurant owners in Calabar metropolis. Proportionate random sampling was used to select 132 restaurants which formed the sample of the study. Results showed that preparing quality/tasty meal was the most utilized marketing mix factor with mean value of 3.85. On entrepreneurial competence, relationship competence recorded the highest mean score of 3.92. A significant Chi Square (χ2) value of 10.739 indicated that there was an association between the use of marketing mix strategies and entrepreneurial competencies of the business owners. Kendall’s coefficient of concordance (w) value of 0.31 proved that there is a reasonable degree of agreement among the respondents regarding the ranking of the constraints facing their enterprises. The study recommended consistent application of 7Ps marketing mix strategies to eliminate most of the constraints identified by the operators and continuous capacity building on entrepreneurial skills.

Suggested Citation

  • Umeze, Gerald E. & Ohen, Susan B., 2015. "Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria," 2015 Conference, August 9-14, 2015, Milan, Italy 211928, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211928
    DOI: 10.22004/ag.econ.211928
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/211928/files/Umeze-Marketing%20Mix%20Strategies%20and%20Entrepreneurial%20Performance-724.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.211928?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. KruegerJR, Norris F. & Reilly, Michael D. & Carsrud, Alan L., 2000. "Competing models of entrepreneurial intentions," Journal of Business Venturing, Elsevier, vol. 15(5-6), pages 411-432.
    2. Chandler, Gaylen N. & Jansen, Erik, 1992. "The founder's self-assessed competence and venture performance," Journal of Business Venturing, Elsevier, vol. 7(3), pages 223-236, May.
    3. Ritter, Thomas & Gemunden, Hans Georg, 2004. "The impact of a company's business strategy on its technological competence, network competence and innovation success," Journal of Business Research, Elsevier, vol. 57(5), pages 548-556, May.
    4. Chandler, Gaylen N. & Hanks, Steven H., 1994. "Market attractiveness, resource-based capabilities, venture strategies, and venture performance," Journal of Business Venturing, Elsevier, vol. 9(4), pages 331-349, July.
    5. Man, Thomas W. Y. & Lau, Theresa & Chan, K. F., 2002. "The competitiveness of small and medium enterprises: A conceptualization with focus on entrepreneurial competencies," Journal of Business Venturing, Elsevier, vol. 17(2), pages 123-142, March.
    6. Jeffrey G. Covin & Morgan P. Miles, 1999. "Corporate Entrepreneurship and the Pursuit of Competitive Advantage," Entrepreneurship Theory and Practice, , vol. 23(3), pages 47-63, April.
    7. Ma, Hao & Tan, Justin, 2006. "Key components and implications of entrepreneurship: A 4-P framework," Journal of Business Venturing, Elsevier, vol. 21(5), pages 704-725, September.
    8. Bergevoet, R. H. M. & Ondersteijn, C. J. M. & Saatkamp, H. W. & van Woerkum, C. M. J. & Huirne, R. B. M., 2004. "Entrepreneurial behaviour of dutch dairy farmers under a milk quota system: goals, objectives and attitudes," Agricultural Systems, Elsevier, vol. 80(1), pages 1-21, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Azmi Umar & Che Mohd Zulkifli Che Omar & Mohd Sahandri Gani Hamzah & Azizah Hashim, 2018. "The Mediating Effect of Innovation on Entrepreneurial Competencies and Business Success in Malaysian SMEs," International Business Research, Canadian Center of Science and Education, vol. 11(8), pages 142-153, August.
    2. Kabir Mohammed & Hazril Izwar Ibrahim & Khairul Anuar Mohammad Shah, 2017. "Empirical Evidence of Entrepreneurial Competencies and Firm Performance: a Study of Women Entrepreneurs of Nigeria," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 5(1), pages 49-61, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jenny Lukito Setiawan & Azilah Kasim & Elia Ardyan, 2022. "Understanding the Consumers of Entrepreneurial Education: Self-Efficacy and Entrepreneurial Attitude Orientation among Youths," Sustainability, MDPI, vol. 14(8), pages 1-18, April.
    2. Gümüsay, Ali Aslan & Bohné, Thomas Marc, 2018. "Individual and organizational inhibitors to the development of entrepreneurial competencies in universities," Research Policy, Elsevier, vol. 47(2), pages 363-378.
    3. Sanna Joensuu-Salo & Anmari Viljamaa & Elina Varamäki, 2021. "Understanding Business Takeover Intentions—The Role of Theory of Planned Behavior and Entrepreneurship Competence," Administrative Sciences, MDPI, vol. 11(3), pages 1-17, June.
    4. Justin R. Hall & Selen Savas-Hall & Eric H. Shaw, 2023. "A deductive approach to a systematic review of entrepreneurship literature," Management Review Quarterly, Springer, vol. 73(3), pages 987-1016, September.
    5. María José Ruiz-Ortega & Gloria Parra-Requena & Pedro Manuel García-Villaverde, 2016. "Do Territorial Agglomerations Still Provide Competitive Advantages? A Study of Social Capital, Innovation, and Knowledge," International Regional Science Review, , vol. 39(3), pages 259-290, July.
    6. Strese, Steffen & Gebhard, Philipp & Feierabend, David & Brettel, Malte, 2018. "Entrepreneurs' perceived exit performance: Conceptualization and scale development," Journal of Business Venturing, Elsevier, vol. 33(3), pages 351-370.
    7. Christian Linder & Michael Nippa, 2019. "Jumping in at the deep end! The role of motivational forces in starting a new venture," International Entrepreneurship and Management Journal, Springer, vol. 15(4), pages 1363-1391, December.
    8. Johannes I. F. Henning & Henry Jordaan, 2016. "Determinants of Financial Sustainability for Farm Credit Applications—A Delphi Study," Sustainability, MDPI, vol. 8(1), pages 1-15, January.
    9. Draksler Tanja Zdolšek & Širec Karin, 2018. "Conceptual Research Model for Studying Students’ Entrepreneurial Competencies," Naše gospodarstvo/Our economy, Sciendo, vol. 64(4), pages 23-33, December.
    10. Tatiana Manolova & Linda Edelman & Candida Brush & Beate Rotefoss, 2012. "Properties of emerging organizations: empirical evidence from Norway," Small Business Economics, Springer, vol. 39(3), pages 763-781, October.
    11. McSweeney, Jordan J. & McSweeney, Kevin T. & Webb, Justin W. & Sandoval, Rosalyn G., 2022. "Passion drove me here: Exploring how types of entrepreneurial passion influence different entrepreneurial intentions," Journal of Business Venturing Insights, Elsevier, vol. 18(C).
    12. Brownell, Katrina M. & McMullen, Jeffery S. & O'Boyle, Ernest H., 2021. "Fatal attraction: A systematic review and research agenda of the dark triad in entrepreneurship," Journal of Business Venturing, Elsevier, vol. 36(3).
    13. Sari Puteri Andika & Sari Wiendy Puspita, 2018. "The Model of Firm Performance Improvement through Entrepreneurial Competence," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 9(3), pages 55-70, December.
    14. Hoang, Giang & Luu, Tuan Trong & Le, Thuy Thu Thi & Tran, Anh Kim Thi, 2022. "Dark Triad traits affecting entrepreneurial intentions: The roles of opportunity recognition and locus of control," Journal of Business Venturing Insights, Elsevier, vol. 17(C).
    15. Ifeanyi Benedict Ohanu & Theresa Chinyere Ogbuanya, 2018. "Determinant factors of entrepreneurship intentions of electronic technology education students in Nigerian universities," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 8(1), pages 1-17, December.
    16. Rachel S. Shinnar & Olivier Giacomin & Frank Janssen, 2012. "Entrepreneurial Perceptions and Intentions: The Role of Gender and Culture," Entrepreneurship Theory and Practice, , vol. 36(3), pages 465-493, May.
    17. Celestine Katongole & John C. Munene & Muhammed Ngoma & Samuel Dawa & Arthur Sserwanga, 2015. "Entrepreneur’s Intrapersonal Resources and Enterprise Success among Micro and Small Scale Women Entrepreneurs," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 405-447, December.
    18. Rasmussen, Einar & Mosey, Simon & Wright, Mike, 2014. "The influence of university departments on the evolution of entrepreneurial competencies in spin-off ventures," Research Policy, Elsevier, vol. 43(1), pages 92-106.
    19. Verhees, Frans J.H.M. & Lans, Thomas & Verstegen, Jos A.A.M., 2011. "Entrepreneurial Proclivity, Market Orientation and Performance of Dutch Farmers and Horticultural growers," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 115548, European Association of Agricultural Economists.
    20. Md. Nazmus Sakib & Mustafa Raza Rabbani & Iqbal Thonse Hawaldar & Mohammad Abdul Jabber & Jubait Hossain & Mohammad Sahabuddin, 2022. "Entrepreneurial Competencies and SMEs’ Performance in a Developing Economy," Sustainability, MDPI, vol. 14(20), pages 1-18, October.

    More about this item

    Keywords

    International Development; Marketing;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:iaae15:211928. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/iaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.