Research Article

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

UGURU, Precious Chetachi1, ADINDU, Chidinma Peace. Ph.D2*, Adindu Chidinma3, Mmanwaoke, O. Vincent. Ph.D4, ADINDU, Ogbonna Michael Ph.D1
1 Clifford University, Owerrinta
2 Michael Okpara University of Agriculture Umudike
3 Michael Okpara University of Agriculture Umudike, Umuahia Abia State
4 B. U. Nzeribe Polytechnic, Awo Omamma, Oru East, Imo state
* Corresponding author: Adindu.chidinma@mouau.edu.ng
Published: Jul, 2026
Pages: 1-20

Abstract

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.

Keywords

Entrepreneurial Orientation Proactiveness Innovatibeness Customer Satisfaction

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How to Cite

Chetachi, U. P., Ph.D, A. C. P., Chidinma, A., Ph.D, M. O. V., & Ph.D, A. O. M. . (2026). EFFECT OF ENTREPRENEURIAL ORIENTATION ON CONSUMER SATISFACTION AMONG AGRO-BASED FIRMS IN ABIA STATE, NIGERIA.. Management Sciences Horizon Journal, 2(1), 1-20.

U. P. Chetachi, A. C. P. Ph.D, A. Chidinma, M. O. V. Ph.D, and A. O. M. . Ph.D, "EFFECT OF ENTREPRENEURIAL ORIENTATION ON CONSUMER SATISFACTION AMONG AGRO-BASED FIRMS IN ABIA STATE, NIGERIA.," Management Sciences Horizon Journal, vol. 2, no. 1, pp. 1-20, July 2026.

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