Unlocking the Link Between Calculated Risk-Taking and Marketing Performance of Small Enterprises in Ekiti State, Nigeria

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Published: 2026-04-03
DOI: https://doi.org/10.58806/ijsed.2026.v2i4n01
Keywords:
Calculated Risk-Taking, Marketing Performance, Market Share, Customer Satisfaction, Small Enterprises.

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Hezekiah Olufemi ADETAYO
Departemnt of Business Administration, Ekiti State University, Ado-Ekiti, Nigeria.
Omofolasaye Omobolanle ADEGOKE
Department of Business Administration, Afe Babalola University, Ado Ekiti, Nigeria.
Akinwumi Oluwagbenga AKINGBADE
Departemnt of Business Administration, Ekiti State University, Ado-Ekiti, Nigeria.
Femi Temitayo ADEMOLA
Departemnt of Business Administration, Ekiti State University, Ado-Ekiti, Nigeria.

Abstract

Calculated risk is a foreseeable risk that can be estimated in advance with possibility of high return in the face of high level of uncertainty. Based on this, the study investigated the link between calculated risk-taking by small business owners in Ekiti State, Nigeria and their marketing performance.  Specifically, the study examined the link between entering new market, adoption of new technology, financial risk, new venture creation, source of funding, credit facilities, and marketing performance of small enterprises in Ekiti State, Nigeria. The study was conducted using descriptive survey research design. Using systematic and purposive sampling techniques, eight (8) local government areas (LGAs) out of the sixteen LGAs in Ekiti state, Nigeria were selected for the study. These LGAs were selected because they have the highest number of registered small businesses in the State.  With the aid of proportionate sampling technique, 99, 35, 37, 29, 34, 62, 23 and 64 small businesses were selected from the eight previously selected LGAs respectively, totaling 383.  Primary data used for the study were collected with the aid of semi-structured questionnaire and analysed using means, standard deviation and multiple regression. Findings from the study revealed a significant positive relationship between calculated risk-taking and marketing performance of small businesses in Ekiti State, Nigeria. The study concluded that a unit increase in calculated risk-taking led to a significant increase in marketing performance of small enterprises in Ekiti State, Nigeria.

Article Details

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Vol. 2 No. 4 (2026): Volume 02, Issue 04, 2026

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