Status of Competitor Market Orientations among Small and Medium Scale Enterprises in the South-South Geo-Political Zone of Nigeria

Abstract

Amidst several market orientation situations, in theory, this study evaluated the preponderance of competitor orientation among SMEs in the South-South Geopolitical zone of Nigeria. The competitor orientation behavioral pattern and the relative rank order positioning of the affirmative incidence index were analyzed. The status of competitor orientation exhibited and the managers and business profile of SMEs were ascertained. Moreover, competitor orientation inclination variation (COIV) was analyzed across the study area. Data for the study were obtained through a questionnaire administered on 663 SMEs selected through multi-stage sampling techniques. Descriptive statistics, incidence index, and composite analysis were adopted as the analytical tools for the study. The study's findings showed that most SMEs exhibited a high competitor orientation inclination variation index, implying that SMEs in the study area upheld competitor orientation tradition. Based on the managers' profile and business characteristics, it was further revealed that sex, age, educational qualification, business status, years of existence and value of assets did not influence competitor orientation of SMEs in the study area. The agriculture/agro-allied sector showed a high COIV mean index than those in manufacturing, mining, and other sectors. Hence, policy development must be recalibrated towards reviving other business sectors towards competitor orientation which will further enhance the creation of superior value for customers and sustainable business performance.