ENTREPRENEURIAL MARKETING CAPABILITIES AND VENTURE WELLBEING OF RURAL WOMEN PALM OIL PRODUCERS IN ETCHE LGA, RIVERS STATE

Abstract

This study examined the entrepreneurial marketing capabilities and venture wellbeing of rural women oil palm producers in Etche LGA of Rivers State. The objective is to find out how the entrepreneurial marketing practices of these rural women have impacted on their wellbeing and the environmental care of their venture engagements; and highlight the findings for future and improved participation. The methodology is qualitative paradigm; and Content Analysis and Thematic Analysis were used for data analysis. The design is a descriptive one within the survey spectrum.  The use of qualitative approach was to extract the actual feelings of these rural women on what they do and feel; and how to improve their practice. In-depth interviews, focused group discussions (FGD); and observation, were used to ensure face to face interactions and flexibility in word-of-mouth questioning to elicit appropriate response. It was also appropriate here, considering the literacy levels of these rural women; qualitative approach fits properly; because in using a documentary questionnaire, the constructs may need interpretation and explanation for them to understand. The findings showed (section 4), that though these women have no formal marketing education and training, but have  great understanding by intuition and long years of apprenticeship; apply the brand of marketing blended with the personal traits of the entrepreneurs; which can rightly be classified as entrepreneurial marketing. This has made a lot of contributions to their wellbeing, but funds leverage for expansion and volume, and better road network for ease of product transportation are needed. Government assistance is highly recommended to encourage sustainability. There is scarcity of existing literature on rural women ventures for self-sustenance; thus this study is embarked upon to cover this gap, hence original in its contents and package. The implication of this investigation is that entrepreneurial marketing is the best fit of marketing type for SMEs, especially in the rural setting.