MODERATING EFFECT OF MARKETING SKILLS ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL ABILITY AND PERFORMANCE OF RURAL WOMEN ENTREPRENEURS IN NIGERIA

Abstract

This study examines the relationship between entrepreneurial ability, marketing skills, and the performance of women entrepreneurs in rural Nigeria, focusing on the context of Zaria, Kaduna State. The research adopts a survey-based approach, targeting women entrepreneurs affiliated with the Farmers' Cooperative Society Zaria, closely linked with the National Agricultural Extension and Research Liaison Services program at Ahmadu Bello University, Zaria. The total population of 323 women entrepreneurs is surveyed using census sampling techniques, with a response rate of 76%. The study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data collected through questionnaires. The results reveal significant positive relationships between entrepreneurial ability and performance, as well as between marketing skills and performance among women entrepreneurs in Zaria. Additionally, marketing skills are found to moderate the relationship between entrepreneurial ability and performance, indicating that the impact of entrepreneurial ability on performance is strengthened when women entrepreneurs possess higher levels of marketing skills. These findings highlight the importance of both entrepreneurial ability and marketing skills in driving business success and economic empowerment among women entrepreneurs in rural Nigeria. Furthermore, the practical implications of the study underscore the importance of entrepreneurship education, access to resources, collaboration, and policy support in fostering an enabling environment for women entrepreneurs in rural Nigeria. Ultimately, the findings provide valuable insights for policymakers, development practitioners, and entrepreneurship support organizations seeking to promote women's economic empowerment and sustainable development in rural communities.