ABSTRACT

The study examined the determinants of performance efficiency in selected small scale enterprise in Abia State. The objectives of the study were to analyze the socio-economic characteristics of the respondents., what are the marketing problems lacing small scale enterprises in Abia State, what is the effect of sales volume on the market performance of small scale businesses, what is the effect of profitability in the market performance of small scale business enterprises, what is the effect of the customer satisfaction on the market performance of small scale bi.isiness enterprises, what are the iahln strategies for addressing marketing problems of small scale business enterprLe especially in Abia State The study used a sample size of 133 compute from a population of 2O using Taro Yamene's method. A well structured questionnaire was designed an used for the collection of primary data for the study. The simple percentage and multiple regression were used to analyze the primary data for the study. Alter the analysis, the study concluded that Market share was significant at 5% and positively affects market performance of the selected small scale enterprises; This may be due to customer satisfaction which was also significant at 1% and positively affects the market performance of the enterprises. Increase in market share was also significant at 5% and positiVely affects market performance of the enterprise. This may be as a result of increase in number of customers which was significant at 1% and positiveiy affects customer patronage. Total revenue and rate of profit were signifivant at i°i and 5% respectively. In other words, the use of market performance information analysis should serve as a prerequisite to management decision-making and would help improve the performance of many small business enterprises. In the process of effecting better market performance using market information, the researcher has the following recommendation to make Market performance should serve as a guide and a basis of forming definite marketing decision. Small business enterprises must enioloy the right sales force personnel to handle their marketing problems. The customer and his or her satisfaction should be, not only the thermometer that measures the market perfbrrnance of the selected small scale industries, but also the thermostat that instigates the business vision cum mission of the medium scale industries in Abia State