ENTREPRENEURIAL MARKETING AND SALES PERFORMANCE OF EATERIES IN PORT-HARCOURT, RIVERS STATE, NIGERIA

Abstract

The study investigated the relationship between entrepreneurial marketing and sales performance of eateries in Port-Harcourt, Rivers State. The study had three (3) research questions and three (3) hypotheses. The population of the study consists of seventy-five (75) managerial staff of Sammies fast food, Kilimanjaro, Chicken Republic, Genesis and Quick kitchen fast food. However, the structured questionnaire was adopted in a five point of Likert scale ranging for strongly disagree (SD), disagree (D), undecided, (U), agree (A), and strongly agree (SA). Data collected through primary source were analyzed using univariate or descriptive and inferential statistics. Spearman’s rank order correlation co-efficient was used to test the hypotheses formulated through the aid of statistical package for social science (SPSS) software. The findings of the study revealed that a significant relationship exist between entrepreneurial marketing and sales performance of eateries in Port-Harcourt, Rivers State. The study recommends that management of eateries in Port-Harcourt should be pro-active in order to be competitive and continuously serve the need of customers, and aggressive in designing strategies that will enhance sales performance.