Marketing intelligence and competitive advantage of small businesses in Lagos State

Abstract

Every business entity wants to perform and have a reasonable position in the market and this could be achieved when the business entities have and transform information in their disposal. Thus, the study examined marketing intelligence and competitive advantage of small businesses in Lagos State. The study used descriptive research design and simple random sampling method. The study collected data from the primary source of data collection through the use of questionnaire as the research instrument. 381 copies of questionnaire were administered to the small business owners in Lagos State but 277 were returned and found usable. The regression analysis indicated that product intelligence has a positive and significant effect on competitive advantage of small businesses. Also, competitive intelligence has a positive and significant effect on competitive advantage of small businesses. The study concluded that marketing intelligence is a determinant to attainment of competitive advantage of small businesses in Lagos State. Thus, the study concluded that  small businesses should continue to collect information about their product and process the information to achieve business objectives and the small business should continue to gathers and analyzes information about its industry, business environment, competitors, and products with the goal of directing their future strategy as to have performed better and have a position in the market.