Relationship between Entrepreneurial Marketing and Return-on-Investment Performance of the Reed Broom Suppliers and Manufacturers in San Antonio, Nueva Ecija

( Vol-8,Issue-12,December - December 2022 )

Author(s): Kamille D. Santos, Mary Edresel D. Musni, Eriele June G. Rivera, Melanie A. Salagubang, Jhed S. Tadiaman, Mercedes D. Santos

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Page No: 044-048
DOI: 10.22161/ijaems.812.5

Keywords:

Entrepreneurial marketing, proactiveness, reed broom, return-on-investment, value creation

Abstract:

This paper examined the relationship between entrepreneurial marketing and return-on-investment performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. A quantitative research design was used in this study and the data were collected through a Likert-scale questionnaire. The data were analyzed using appropriate statistical tools and performed with computerized data analysis tools. Findings revealed that all the dimensions of entrepreneurial marketing (EM); proactiveness, calculated risk-taking, innovation-focus, opportunity-focus, customer intensity, resource leverage and value creation have positive relationships to the return-on-investment (ROI) performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. It is recommended therefore that reed broom suppliers and manufacturers must be highly proactive, take a calculated risk, focus both on innovation and opportunity, demonstrate customer intensity, leverage their resources and create value for their customers in order to improve their return-on-investment performance.

Received: 10 Nov 2022; Received in revised form: 01 Dec 2022; Accepted: 06 Dec 2022; Available online: 12 Dec 2022

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