ASSESSING THE INFLUENCE OF MARKET ORIENTATION AND ENTREPRENEURIAL ORIENTATION ON BUSINESS PERFORMANCE OF WOMEN ENTREPRENEURS IN NIGERIA

The aim of this study is to assess the influence of market orientation and entrepreneurial orientation on the business performance of women entrepreneurs in Nigeria. This study used Kano State, North West Nigeria as a case study. A sample size of 245 women entrepreneurs was drawn using simple random sampling out of the population of 650 registered women entrepreneurs in Kano State, Nigeria. Responses of the subjects were collected through close-ended structured questionnaire. Statistical Package for Social Science (SPSS) software was used to analyze the respondents profile while Structural Equation Modeling (SEM) through Analysis of Moment Structure (AMOS) software was used to test the hypotheses of this study. The finding indicates that market orientation and entrepreneurial orientation have positive and significant influence on business performance of women entrepreneurs in Nigeria. This study suggests that Market Orientation (MO) and Entrepreneurial Orientation (EO) are important variables to business performance. Therefore, adequate attentions have been actualized. The study contribute to the existing body of knowledge, and also it serve as a reference to future research.