INFLUENCE OF ENTREPRENEURIAL BEHAVIOUR ON SALES PERFORMANCE OF WOMEN ENTREPRENEURS IN THE CATERING INDUSTRY IN ADAMAWA STATE, NIGERIA

Abstract

This study investigated the influence of entrepreneurial behaviour on the sales performance of women entrepreneurs in the catering industry in Adamawa State, Nigeria. The study had three specific purposes, three research questions and three corresponding null hypotheses guided the inquiry. A cross-sectional descriptive survey design was adopted. The population comprised 29,015 registered women entrepreneurs in catering services across the 21 local government areas in Adamawa State. A sample of 395 women, drawn from four selected local government areas, was used. Data were collected using a structured questionnaire titled “Entrepreneurial Behaviour, Digital Skills and Sales Performance Questionnaire (EBDSSPQ).” The instrument was validated by three lecturers and achieved a reliability coefficient of 0.88 using Cronbach’s Alpha. Data were analyzed using descriptive statistics (mean and standard deviation) to answer the research questions and inferential statistics (simple regression) to test the null hypotheses at a 0.05 significance level. The results show that innovation (cluster mean = 3.23, SD = 1.34), risk-taking (grand mean = 3.19, SD = 1.33), and self-confidence (cluster mean = 3.21, SD = 1.34) were all moderately practiced and each significantly influenced sales performance. Regression analysis revealed strong positive influences: innovation (β = 0.874, t = 33.056, p < 0.05), risk-taking (β = 0.455, t = 9.381, p < 0.05), and self-confidence (β = 0.649, t = 15.679, p < 0.05). The study concludes that strengthening entrepreneurial behaviours is essential for the sustained growth and competitiveness of women-owned catering businesses. It recommends capacity-building programs focused on innovative product design, risk assessment, and enhancing entrepreneurial self-efficacy.