1OGBOGU, Folasade Oyenike & 2OGAH, Arome Victor (Ph.D)
1Department of Business Administration and Management Federal Polytechnic Ado-Ekiti, Ekiti State
2Department of Marketing, Ekiti State University, Ado-Ekiti , Ekiti State.
Correspondence Email Address: [email protected]
Abstract
The study focused on the sustainable business practices and company’s market share among selected small and medium scale enterprises in Ado-Ekiti, Ekiti State, Nigeria. The study determined the effect of value proposition, value creation and customer interface on company’s market share. It utilized descriptive survey research design. Data were gathered from primary sources. The population of the study comprised management and marketing staffs of 92 small and medium scale enterprises outlets located in Ado-Ekiti metropolis, Ekiti State, Nigeria. Participants were chosen based on their experience in business operations. A convenience sampling method was employed to select a total of 276 management and marketing staffs as respondents. The questionnaire was designed using a 5-point Likert scale to gather responses from the participants. Ratings were assigned as follows: Strongly Agree = 1, Agree = 2, Neutral = 3, Disagree = 4, and Strongly Disagree =5. Content validity confirmed the scale’s validity, and the reliability coefficient was determined through Cronbach Alpha test: value preposition was 0.86, value creation was 0.85, customer interface, was 0.87 respectively. To test the hypotheses, multiple linear regression statistical tool was applied using the Statistical Package for Social Sciences (SPSS) version 20. Three hypotheses were tested in line with the objectives of the study and it was revealed that value proposition, value creation and customer interface have significant effect on company’s market share. The study recommends among others that small and medium scale enterprises owner should embark on value proposition to attract customers to patronized their product and Value creation should be practice for their product to have value among other competitive product in the business environment.
Keywords: Company, Economy, Enterprises, Market Share, Sustainable Business Practices