ENTREPRENEURIAL MARKETING OPPORTUNITY FOCUS AND CORPORATE COMPETITIVENESS OF EATERIES IN PORT HARCOURT

Abstract

The study examined the relationship between Entrepreneurial Marketing Opportunity Focus and Corporate Competitiveness of Eateries in Port Harcourt. The correlation survey research was adopted;the population of the study consists of 39 eateries gotten from www.businesslist.com.ng. The population of the study was adopted as the sample size of the study since it is not too large. To generate data for the study, one hundred and ninety-five (195) copies of questionnaire was given to the 39 eateries in the frame of five (5) copies per firm. A total of one hundred and ninety-five (195) respondents were used as the study subjects. Both primary and secondary data sources where used in this study. The reliability of the instrument was determined using the Cronbach's alpha test instrument with the aid of Statistical Package for Social Sciences (SPSS) version 23 and it stood at 0.98 higher than the benchmark of 0.7. The data that was collected through the questionnaire where analyzed using descriptive and inferential statistics. Spearman Rank Order Correlation was adopted to test the various hypotheses formulated. The findings revealed that searching for opportunity showed a positive and significant relationship with customer satisfaction of eateries in Port Harcourt, opportunity recognition also showed a positive and significant relationship with customer satisfaction of eateries in Port Harcourt. The study concluded that eateries in Port Harcourt should leverage on search for opportunity and opportunity recognition.In line with the conclusion and findings of the study, the study recommends that:Eateries in Port Harcourt should search for opportunity within the environment.  This will enable them to have competitive advantage and also, eateries in Port Harcourt should recognize untapped opportunities as they appear in order to have competitive advantage.