AWARENESS ON THE INFLUENCE OF MACRO-ENVIRONMENTAL FORCES ON MARKETING ACTIVITIES OF SMALL SCALE BUSINESS OPERATORS IN OYO STATE

AWARENESS ON THE INFLUENCE OF MACRO-ENVIRONMENTAL FORCES ON MARKETING ACTIVITIES OF SMALL SCALE BUSINESS OPERATORS IN OYO STATE

ABSTRACT

The study was carried out to determine the level of awareness of small scale business operators on the macro-environmental forces that influence marketing activities in Oyo state. To achieve the objectives of the study six research questions were developed and answered while three null hypotheses were formulated to guide the study and tested at 0.05 level of significance. The study adopted survey design that made use of a 68-item structured questionnaire developed from the literature. The population for the study consisted of 119 small scale business operators in Oyo State. The questionnaire was face validated by three experts; two from Emmanuel Alayande College of Education, Oyo and one from the Department of Vocational Teacher Education, University of Nigeria, Nsukka. Cronbach alpha method was used to determine the reliability of the instrument. The questionnaire was administered on 119 respondents. All the copies of the questionnaire were retrieved and analyzed using mean and standard deviation while t-test statistic and ANOVA were used to test the null hypotheses. The findings of the study revealed that the small scale business operators in Oyo State are aware on the influence of macro-environmental forces that influence marketing activities. However, recommendations such as organization of seminars and workshops for the small scale business operators, availability of relevant information, employment of qualified and well grounded business administrators, and familiarity to the relevant business materials like newspapers, magazine and internet materials by the small scale business operators were made based on the findings from the study.