Influence of African Traditional Sales Enhancer (ATSE) on Utilization of Product Promotion Strategies by Micro-Entrepreneurs in Osogbo, Nigeria: Implications for Sustainable Development
Abstract
The influence of national and ethnic culture on entrepreneurial disposition and practice has long been established in several different cultures across the world. Such cultures often enhance, but sometimes inhibit entrepreneurial success. Previous studies indicate that many micro-entrepreneurs in Nigeria, especially in the southwestern part of the country do not sufficiently employ modern product promotion strategies, even though they are not completely unaware of them. Rather, they prefer to trust in God and other spiritual forces for sales growth and product preferment. This practice has grave negative implications for sales volume, entrepreneurship durability and sustainable development, profitability, and other success metrics. This paper is focused on evaluating the influence of African Traditional Sales Enhancer (ATSE) which is commonly employed by mi cro-entrepreneurs of southwestern Nigeria, on the utilization of product promotion techniques for increasing sales volume. The study employed descriptive survey research design. The sample size for this study comprised 52 micro-entrepreneurs randomly selected among entrepreneurs within the Osogbo metropolis. Structured questionnaire was used to collect primary data from respondents. Relevant works of authorities in related fields were reviewed. Data were analyzed using mean rating and standard deviation. One sample test and regression analysis (Structural Equation Modeling) were used to test the hypothese s at 0.05 level of significance. Results show that there is an inverse relationship between the usage of ATSE and application of product promotion by micro-entrepreneurs, also that employment of ATSE by microentrepreneurs is falsely perceived to increases sales volume. The study recommended adequate education and orientation of micro-entrepreneurs to promote adoption and usage of product promotion strategies. Entrepreneurs should be weaned off the culture of relying on spiritual forces for advancement. Government should come up with policies that will reduce the cost of product promotion in order to encourage usage of product promotion and reduce the level of reliance on ATSE.
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