NATIVE LANGUAGE PRESENTATION OF MARKETING TRAINING AS A PANACEA TO INORDINATE APPLICATION OF AFRICAN TRADITIONAL SALES ENHANCER (ATSE) BY OSUN STATE MICRO-ENTREPRENEURS

Lawrence F. Ademiluyi, Ngozi B. Nwabufo, Akinbode Sangodapo, Nuhu I. Sikiru, Aransiola J. Motunrayo

Abstract


Inaccessibility to marketing education or training by micro-entrepreneurs who are majorly non-educated people might be one of the reasons why micro-entrepreneurs engage in the inordinate application of spiritual forces to enhance sales. This application of spiritual manipulation of consumers has been marked as African Traditional Sales Enhancer and was identified as one of the problems affecting entrepreneurial durability and success in Nigeria.  This study is premised on examining marketing training delivery using native language presentation as a panacea to the inordinate application of African Traditional Sales Enhancer by Osun State micro-entrepreneurs. The study made use of descriptive survey research design. The population comprised 229 business education professionals. The sample for this study comprised 47 experts in six different tertiary institutions in Osun State. Structured questionnaire was used to collect primary data from respondents. Relevant works of authorities in related fields were reviewed.Data were presented in tabular form and analyzed using mean rating and standard deviation.  Results show that native language presentation of marketing training is a veritable instrument of reducing or controlling the inordinate application of African Traditional Sales Enhancer by micro-entrepreneurs, and that controlled application of African Traditional Sales Enhancer will influence micro-entrepreneurship durability. The study recommended that Government should design a compulsory and special marketing training in native language presentation for micro-entrepreneurs which will serves as one of the prerequisites for would be micro-entrepreneur. Government through National Orientation Agency should commence various multilingual orientation programmes to encourage micro-entrepreneurs to desist from total application and reliance on African Traditional Sales Enhancer.

 

Keywords: African Traditional Sales Enhancer, Entrepreneurship Durability, Native

        Language Presentation, Marketing Training, Micro-entrepreneur


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