UTILIZING THE COMPONENTS OF MARKETING MIX FOR SUCCESSFUL ENTREPRENEURSHIP IN IMO STATE

Charity U. Iwuoha, Edna I. Baba, Juliet N. Victor-Igwe

Abstract


The study was designed to determine the extent of utilization of the components of marketing mix for successful entrepreneurship in Imo State. Two research questions were developed for the study with two null hypotheses that was tested as 0.05 level of significance questionnaire was used for data collection. The population consisted of 250 entrepreneurs randomly selected from the three zones in the state (Owerri, Orlu and Okigwe). The instrument was face validated
by two experts from the department of Vocational Education, Nnadi Azikiwe University Awka. Mean and standard deviation were used to analyze the data. The result shows among other things that entrepreneurs utilize the price and promotion components of marketing mix to a moderate extent in carrying out business activities. It was recommended that entrepreneurs should be dynamic and committed to the use of marketing mix components to grow their business establishments. This will help keep them up-to-date with current trends in the
marketing field.


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