MARKET ORIENTATION PRACTICES AMONG SMALL BUSINESS MANAGERS IN THE OJO BUSINESS DISTRICT OF LAGOS STATE, NIGERIA
Keywords:
market orientation, small businesses, business performance, SMEs, Ojo Business District, Lagos State, NigeriaAbstract
This study examined market orientation practices among small business managers in the Ojo Business District of Lagos State, Nigeria. Specifically, it identified existing market orientation practices, investigated key barriers to their implementation, and analysed how these barriers influence business performance. A descriptive survey design was adopted, and data were collected from 25 small business managers through structured questionnaires. The findings revealed that although managers moderately adopt customer-focused practices, other important dimensions of market orientation, such as competitor analysis and internal coordination, receive less attention. The study further identified limited financial resources, inadequate managerial skills, poor access to market information, and an unstable business environment as major barriers to effective implementation. These barriers reduce the ability of small business managers to translate market orientation into improved profitability, customer satisfaction, and competitiveness. Given the small sample size (N=25), the findings should be interpreted with caution, and future research with larger samples is recommended. The study concludes that targeted managerial training, improved access to finance, better market information systems, and supportive business policies are essential for strengthening the effectiveness, competitiveness, and sustainability of small businesses in Nigeria.References
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