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Marketing Practices of Selected Entrepreneurs in Ado-Odo Ota Local Government Area, Ogun State, Nigeria.

ADEGBUYI , O. A. (2009) Marketing Practices of Selected Entrepreneurs in Ado-Odo Ota Local Government Area, Ogun State, Nigeria. Journal of Research in National development, 7 (2). pp. 197-204. ISSN 1596 - 8308

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Abstract

This paper gives a treatise of an investigation of market f11g practices of selected entrepreneurs. The methodology took account of specific issues in researching entrepreneurs such as lack of common understanding of management terms, and the influence of ego on participant's responses. Depth interviews used critical incident technique to elicit account .from entrepreneurs of their marketing practices. Focus gro11ps supplemented individual interviews to test the .frankness of responses. The results showed I hat selected entrepreneurs in Ado-odo Ota L. G. A undertake marketing in unconventional ways. 1hey tend to focus first on innoratim1s. and only seermd on customers' needs. They target customers through a bottom-up process elimination. rather than deliberate segmentotio11, targeting and positioning strategies. They rely on interactive marketi11g methods communicated tough word-of mouth, rather than a more conventional marketing mix They monitor the market place through informal networks, rather than formalized market research.

Item Type: Article
Uncontrolled Keywords: Customer needs. entrepreneur, focus group, innovation, marketing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 15 Dec 2014 14:08
Last Modified: 15 Dec 2014 14:08
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/3063

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