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Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria

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  • Umeze, Gerald E.
  • Ohen, Susan B.

Abstract

The paper assessed the utilization of marketing mix strategies and entrepreneurial competencies of micro restaurant owners in Calabar metropolis. Proportionate random sampling was used to select 132 restaurants which formed the sample of the study. Results showed that preparing quality/tasty meal was the most utilized marketing mix factor with mean value of 3.85. On entrepreneurial competence, relationship competence recorded the highest mean score of 3.92. A significant Chi Square (χ2) value of 10.739 indicated that there was an association between the use of marketing mix strategies and entrepreneurial competencies of the business owners. Kendall’s coefficient of concordance (w) value of 0.31 proved that there is a reasonable degree of agreement among the respondents regarding the ranking of the constraints facing their enterprises. The study recommended consistent application of 7Ps marketing mix strategies to eliminate most of the constraints identified by the operators and continuous capacity building on entrepreneurial skills.

Suggested Citation

  • Umeze, Gerald E. & Ohen, Susan B., 2015. "Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria," 2015 Conference, August 9-14, 2015, Milan, Italy 211928, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211928
    DOI: 10.22004/ag.econ.211928
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    References listed on IDEAS

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    1. Azmi Umar & Che Mohd Zulkifli Che Omar & Mohd Sahandri Gani Hamzah & Azizah Hashim, 2018. "The Mediating Effect of Innovation on Entrepreneurial Competencies and Business Success in Malaysian SMEs," International Business Research, Canadian Center of Science and Education, vol. 11(8), pages 142-153, August.
    2. Kabir Mohammed & Hazril Izwar Ibrahim & Khairul Anuar Mohammad Shah, 2017. "Empirical Evidence of Entrepreneurial Competencies and Firm Performance: a Study of Women Entrepreneurs of Nigeria," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 5(1), pages 49-61, June.

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