Main Article Content
Abstract
The study assessed the effect of entrepreneurial marketing strategies on customers’ patronage of restaurants in Delta State, Nigeria. The research design method that was adopted for this study is the cross-sectional survey research design. The population of the study was limited to customers of restaurants in Delta state Nigeria. The Cochran formula was used to determine the sample size of 384 participants for the study. The study employed the judgmental sampling technique. The data used for this study were basically obtained from the primary source using a structured questionnaire. The research instrument was tested using internal consistency reliability. Data collected were analyzed using descriptive and inferential statistical techniques. Findings indicated that when restaurants prioritise customer centricity, innovativeness, proactiveness, and resilience, they can stay competitive, adapt to changing market conditions, and thrive in an increasingly complex and dynamic market. The study concluded that restaurant owners can allocate resources confidently towards developing and implementing entrepreneurial marketing strategies, knowing that these efforts are likely to yield significant returns in terms of increased customer patronage. The study recommended amongst others that restaurants should develop a culture of resilience and adaptability, prioritize supply chain diversification and risk management. Stay flexible and willing to pivot in response to changing market conditions or customer preferences.