Entrepreneurial Marketing and Consumer Adoption of Small and Medium-Sized Enterprises Products in Nigeria

Small and medium-sized enterprises are regarded as the engine of economic development and equitable growth in developing economies. Although SMEs are facing many problems that hindered their performance in Nigeria. They have not creditably performed well and played expected vibrant role in the economic development of Nigeria. This study aimed to investigate the effect of entrepreneurial marketing on consumer adoption of SMEs products in Nigeria. This study focused on manufacturing processes that operate within SMEs firm in three different local government area of Kwara State. In this study, customer intensity and resource leverage are determinants of entrepreneurial marketing, while consumer adoption acts as the dependents variable. A sample size of 400 respondents was conveniently selected from customers of manufacturing processes firms (clothing and textile, leather and footwear and furniture) that operate within SMEs in Kwara State, whereas 383 were analyzed after removal of outliers. Cronbach alpha was conducted to ensure the reliability of the data used. The findings indicated that all determinants of entrepreneurial marketing examined are most significantly associated with consumer adoption of SMEs products. Based on correlation and multiple regression analysis, the study found that entrepreneurial marketing has a significant relationship with consumer adoption of SMEs products. Besides, all hypotheses tested such as customer intensity and resources leverage shown a positive significant effect on consumer adoption of SMEs products. It was therefore recommended that SMEs firms should focus more on the customer intensity, and also resources leverage to be able to increase their customer base as well as their profitability