The Effect of Entrepreneurial Orientation on Market Share of Consumer Goods Manufacturing Companies in Nigeria

Okusanya Adedoyin; Keinde Taiwo; Adenugba Olubunmi; Obisanya Adedoyin

doi:10.23887/jppsh.v8i3.87087

Authors

Okusanya Adedoyin Tai Solarin University of Education Ijagun, Ijagun, Nigeria
Keinde Taiwo Tai Solarin University of Education, Ijagun, Nigeria
Adenugba Olubunmi Sikiru Adetona College of Education Science and Technology, Omu Ijebu, Nigeria
Obisanya Adedoyin Tai Solarin University Of Education, Ijagun, Nigeria

DOI:

https://doi.org/10.23887/jppsh.v8i3.87087

Keywords:

Entrepreneurial Orientation, Competitive Aggressiveness, Innovativeness, Market Share, Risk-Taking

Abstract

In the highly competitive consumer goods industry in Nigeria, achieving a dominant market share is a crucial factor for long-term business success. This study aims to analyze the impact of entrepreneurial orientation on the market share of specific consumer goods companies listed in Nigeria. The research adopts a cross-sectional survey design, involving 568 respondents selected from the target population. Data were collected using a validated structured questionnaire, with reliability test results showing Cronbach's alpha values ranging from 0.721 to 0.892. A response rate of 90.5% was achieved. Data analysis was conducted using multiple regression to identify the relationships between components of entrepreneurial orientation—creativity, competitive aggressiveness, proactiveness, risk-taking, and planning flexibility—and market share. The findings reveal that all components of entrepreneurial orientation have a significant impact on market share (Adj. R² = 0.791; F(5,441) = 339.129; p < 0.001). These results underscore the importance of entrepreneurial orientation in enhancing company performance. The study recommends that company managers integrate entrepreneurial strategies for more effective decision-making, target achievement, and performance optimization. The implications of this research are expected to support the sustainability of company performance in Nigeria's consumer goods industry.

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