EFFECT OF ENTREPRENEURSHIP ORIENTATION ON SALES GROWTH OF SMALL ENTERPRISES IN KARU LOCAL GOVERNMENT, NASARAWA STATE, NIGERIA

Kolo, Ibrahim , Mohammed, Dogara Sani and Aliyu, Yahaya
Volume 12 Issue 3

Abstract

Small enterprises in Karu Local Government Area are vital to local jobs and household income, yet many of these enterprises are faced with inconsistent sales growth. While innovativeness and risk-taking drive expansion globally, Karu’s businesses face hurdles like poor finance access, limited market knowledge, and outdated models, restricting their ability to convert strategies into real sales outcomes. This study examined the effect of entrepreneurship orientation on the sales growth of small enterprises in Karu Local Government, Nasarawa State, Nigeria. the study adopted a survey research design, with population of 429 registered small enterprise in Karu Local Government, given that the population size was relatively small, the entire population was used as the sample, and a census sampling technique was adopted to ensure full coverage and representativeness The study utilized adapted questionnaire as the instrument for data collection and the data obtained was analysis using Partial Least Square Structural Equation Model (PLS-SEM). The study found that risk-taking has positive but insignificant effect on the sales growth of small enterprises in Karu Local Government, Nasarawa State, while, innovativeness has positive and significant effect on the sales growth of small enterprises in Karu Local Government, Nasarawa State. The study conclude that entrepreneurship orientation positively influences the sales growth of small enterprises in Karu Local Government, Nasarawa State. Thus, the study recommends that Small enterprise owners in Karu are encouraged to take a more calculated approach to risk by weighing potential gains against losses, supported with training, advisory services, and institutional backing. At the same time, they should sustain an innovative mindset through continuous investment in new products, better services, and creative marketing to drive consistent sales growth. Key Words: Entrepreneurship, Growth, Innovativeness, Orientation, Risk-Taking, Small Enterprises

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