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AWARENESS ON THE INFLUENCE OF MACRO-ENVIRONMENTAL FORCES ON MARKETING ACTIVITIES OF SMALL SCALE BUSINESS OPERATORS IN OYO STATE

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TABLE OF CONTENTS
Title Page ———————————————————————————- i
Approval Page—————————————————————————- ii
Certification—————————————————————————— iii
Dedication——————————————————————————— iv
Acknowledgements———————————————————————– v
Table of Contents———————————————————————— vi
List of Tables—————————————————————————– ix
Abstract———————————————————————————– x
CHAPTER I: INTRODUCTION 1
Background of the Study 1
Statement of the Problem 6
Purpose of the Study 7
Significance of the Study 8
Research Questions 10
Hypotheses 10
Delimitation of the Study 11
CHAPTER II: LITERATURE REVIEW 12
Conceptual framework 12
The concept of Awareness 12
Small Scale Business Enterprises 13
Marketing Activities 15
Marketing Environment 15
Influences of Demographics Forces 21
Influences of Economics Forces 24
vii
Influences of Social and Cultural Forces 29
Influences of Technological Forces 33
Influences of Legal Political Forces 38
Influences of Competitive Forces 45
Theoretical framework 49
A Systems Theory of Business Intelligence 49
Related Empirical Studies 50
Summary of Literature Reviewed 54
CHAPTER III: METHODOLOGY 57
Design of the Study 57
Area of the Study 57
Population for the Study 58
Sampling and Sampling Technique 58
Instrument for Data Collection 58
Validation of Instrument 59
Reliability of the Instrument 60
Method of Data Collection 60
Method of Data Analysis 60
CHAPTER IV: PRESENTATION AND ANALYSIS OF DATA 61
Research Question 1 61
Research Question 2 62
Research Question 3 63
Research Question 4 65
Research Question 5 66
Research Question 6 67
viii
Hypotheses Testing 69
Hypothesis 1 69
Hypothesis 2 71
Hypothesis 3 73
Findings of the Study 75
Discussion of Findings 77
CHAPTER V: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 83
Re-Statement of the Problem 83
Summary of the Procedures Used 84
Summary of Findings 85
Implications of the study 86
Conclusion 87
Recommendations 87
Suggestions for Further Study 88
References 89
Appendices
Appendix A Request for Instrument Validation 93
Appendix B Questionnaire 94
Appendix C Result of the analysis using SPSS 101
Appendix D Probability 114
Appendix E Sources of Population

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