ENTREPRENEURIAL MARKETING AND SALES PERFORMANCE OF SMES IN FOOD AND BEVERAGE FIRMS IN PORT HARCOURT

Abstract

This research work investigated the relationship between Entrepreneurial Marketing and Sales Performance of SMEs in Food and Beverage sector in Port Harcourt, Rivers State. The study drawing from its conceptual and oprationalized frame-work set out to answer four (4) research questions and developed four (4) hypotheses. The population of the study consists of 60 senior managers of International Breweries, Nigerian Bottling Company (NBC), Dufil Prima Food Ltd and Palm Nectar Breweries. The questionnaire was structured in a five (5) point likert scale. The data collected through primary source were analyzed using descriptive and inferential statistics. Spearman rank-order correlation coefficient was used to test the hypotheses formulated through the aid of statistical package for social sciences (SPSS) software version 21. The result of the findings showed a significant relationship between entrepreneurial marketing and sales performance. It was recommended that Management of Food and Beverage firms should put into cognizance the four (4) dimensions of entrepreneurial marketing adopted in this study (pro-activeness, opportunity recognition, resource leveraging and innovativeness) as these will lead to higher sales performance.