ABSTRACT
In Ogun State, Nigeria, micro-entrepreneurs often resort to the use of African Traditional Sales Enhancers (ATSE) as a means to boost sales and attract customers. However, the excessive reliance on ATSE and the limited understanding of modern marketing techniques hinder the growth and sustainability of these businesses. This research project aims to explore the effectiveness of native language presentation of marketing training as a solution to address the inordinate application of ATSE among micro-entrepreneurs in Ogun State.
A mixed-methods approach will be utilized, incorporating qualitative and quantitative data collection methods. Qualitative data will be gathered through interviews and focus group discussions with micro-entrepreneurs, industry experts, and marketing trainers. Additionally, quantitative data will be collected through surveys administered to a sample of micro-entrepreneurs. The research objectives include assessing the current usage and understanding of ATSE among micro-entrepreneurs, evaluating the effectiveness of marketing training delivered in native languages, and identifying the impact of native language marketing training on business practices and sales performance.
The findings of this research project will contribute to the existing body of knowledge by providing insights into the effectiveness of native language presentation of marketing training as a solution to the inordinate application of ATSE by micro-entrepreneurs. The research will shed light on the current practices and beliefs surrounding ATSE, evaluate the effectiveness of native language marketing training in enhancing marketing knowledge and skills, and explore the impact of such training on business practices and sales performance.
The implications of this research extend to marketing trainers, micro-entrepreneurs, policymakers, and business support organizations. The findings will inform marketing trainers about the significance of delivering training in native languages, enabling them to design and implement effective training programs that address the specific needs and cultural context of micro-entrepreneurs. Micro-entrepreneurs can benefit from the research findings by gaining insights into alternative marketing strategies and the potential benefits of adopting modern marketing techniques. Policymakers and business support organizations can utilize the research findings to develop policies and support programs that promote the usage of native language marketing training and discourage the overreliance on ATSE.
TABLE OF CONTENTS
Title Page i
Declaration ii
Approval Page iii
Dedication iv
Abstract vi
Table of Contents vii
CHAPTER ONE: INTRODUCTION
1.1 Introduction 1
1.2 Background of the study 3
1.3 Statement of the General Problem 4
1.4 Objective of the study 5
1.5 Significance of the study 5
1.6 Statement of hypothesis 6
1.7 Scope of the study 6
1.8 Limitation of the study 7
1.9 Definition of terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 9
2.1 Review of related literature 9
2.2 Theoretical framework
2.3 Summary of review 33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Area of study 35
3.4 Population of the study 36
3.5 Sample size 36
3.6 Instrument for data collection 36
3.7 Reliability of the instrument 37
3.8 Validity of the Instrument 38
3.9 Method of data Collection 38
3.10 Method of Data Analysis 39
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 41
4.2 Characteristics of the respondents 41
4.3 Presentation of Data Analysis 43
4.4 Discussion of Findings 48
4.5 Summary of findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
Biography 54
Appendix 56
NATIVE LANGUAGE PRESENTATION OF MARKETING TRAINING AS A PANACEA TO INORDINATE APPLICATION OF AFRICAN TRADITIONAL SALES ENHANCER (ATSE) BY OGUN STATE MICRO-ENTREPRENEURS, GET MORE  PHD DISSERTATION BUSINESS EDUCATION
