Faculty of Management Sciences, Federal University Otuoke
FEDERAL UNIVERSITY OTUOKE
MENU
AUTHOR INFORMATION
Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.
Entrepreneurial Innovativeness and Marketing Performance of Confectionery Enterprises in South East, Nigeria
Nwachukwu Chima Peter PhD., Uwaoma Ugochukwu G. A. & Ahaiwe, Emmanuel O. PhD.
This study examined the effect of entrepreneurial innovativeness on marketing performance of confectionery enterprises in south east, Nigeria. The study adopted a cross-sectional unidirectional descriptive survey research design. The population of the study comprised confectionery enterprises in south east, Nigeria. Thus, the population of this study was infinite. Cochran (1975) formula was used to determine sample size of 385, while convenience sampling was used to select the sample units.. The data obtained from the field survey was presented with simple descriptive statistics such as tables, charts and percentages. All stated hypotheses in the study were tested with simple regression model using the SPSS software version 25.0. The study revealed that innovativeness in the studied confectionery enterprises in south east, Nigeria exerts statistically significant and positive effect on customer patronage. Also, innovativeness was found to be statistically significant and with a positive figure implying positive and significant evidence that proactiveness affects customer satisfaction and retention. The study recommended that the owners and managers of confectionery enterprises in south east, Nigeria should encourage innovation and creativity in their respective organizations. They should create such environments that facilitate creativity because nowadays’ performance of organizations will depend on product innovation.
Editorial
Published: 31 March 2025
9(1) 68 - 88.
Abstract
Affiliations
Department of Marketing, Entrepreneurship & Procurement, Faculty of Management Sciences, Federal University, Otuoke, Bayelsa State1
Nwachukwu Chima Peter PhD.1, Uwaoma Ugochukwu G. A.2 & Ahaiwe, Emmanuel O. PhD.3
Corresponding Author
Nwachukwu Chima Peter
Cite this article
Nwachukwu Chima Peter, Uwaoma Ugochukwu G. A. & Ahaiwe, Emmanuel O. (2025). Entrepreneurial Innovativeness and Marketing Performance of Confectionery Enterprises in South East, Nigeria. Otuoke Journal of Management Sciences, 9(1) 68 - 88.
Rights and Permissions
Download PDF
Department of Marketing, College of Management and Social Sciences, Rhema University, Aba, Abia State2
Department of Marketing, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State3