IMPACT OF ENTREPRENEURIAL MARKETING ON SMEs PERFORMANCE IN SOKOTO STATE, NIGERIA

This study examined the relationship between entrepreneurial marketing and the performance SMEs in Sokoto State, Nigeria, from selected 100 SMEs. Ordinary least squares (OLS) regression was employed for the analysis. The empirical findings indicated a positive and statistically significant relationship between SMEs performance and proactiveness, opportunity focus, innovativeness, value creation, resource leveraging, and customer intensity in Sokoto State. Conversely, the results revealed a negative and significant relationship between risk-taking and SMEs performance. The study concludes that entrepreneurial marketing factors—specifically proactiveness, opportunity focus, innovativeness, value creation, resource leveraging, and customer intensity—are key determinants of SMEs performance in Sokoto State on average. Among other recommendations, the study emphasizes the need for stakeholders and legislators to establish a system for educating both prospective and experienced business owners about entrepreneurship, particularly focusing on SMEs, while also informing new entrepreneurs about the credit opportunities offered by the CBN