EFFECT OF ENTREPRENEURIAL ORIENTATION ON CONSUMER SATISFACTION AMONG AGRO-BASED FIRMS IN ABIA STATE, NIGERIA.

This study examined the effect of entrepreneurial orientation dimensions proactiveness and innovativeness on consumer satisfaction among agro-based firms in Abia State, Nigeria. The study was motivated by the need to understand how entrepreneurial strategic behaviors influence consumer satisfaction in the agro-based sector, where competition and changing consumer expectations are increasing. The study adopted a quantitative research approach and a cross-sectional survey design. The unit of analysis was agro-based firms in Aba, Abia State, while data were collected from owners, managers, and key employees. A structured questionnaire based on a five-point Likert scale was used to measure proactiveness, innovativeness, and consumer satisfaction. Data were presented using descriptive statistics (mean and standard deviation) and analyzed using simple regression analysis. Findings revealed that both proactiveness and innovativeness have significant positive effects on consumer satisfaction. Proactiveness enables firms to anticipate and respond quickly to consumer needs, while innovativeness enhances satisfaction through improved products and services. The study recommends that agro-based firms should strengthen proactive strategies and enhance innovative capabilities to improve consumer satisfaction. The study implies that entrepreneurial orientation is a key driver of consumer satisfaction and competitiveness in agro-based firms. The study is limited to agro-based firms in Aba, which may affect generalizability. Future research should examine other entrepreneurial orientation dimensions and expand to other regions. In conclusion, proactiveness and innovativeness significantly enhance consumer satisfaction and should be prioritized by agro-based firms for sustainable growth.