THE ROLE OF MASS MEDIA TO THE GROWTH OF SMES IN BENIN CITY

CHAPETR ONE

1.0   INTRODUCTION 

1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study

 

 

CHAPETR TWO

2.0   LITERATURE REVIEW

 

CHAPETR THREE

3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS AND INTERPRETATION

4.1 Introductions

4.2 Data analysis

CHAPTER FIVE

5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation

Appendix

ABSTRACT

This study is on the role of mass media to the growth of SMES in Benin City. The total population for the study is 200 staff of selected radio and TV stations in Benin City. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made editors, broadcasters, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

CHAPTER ONE

INTRODUCTION

• Background of the study

Information is the key to an efficient market operation and thus plays a critical role in all aspects of SME, commerce and industry. An effective and rich information environment enables economic actors to make informed decisions, provides SME with channels through which they can reach existing and potential customers, and supports an inclusive public private dialogue allowing the development of pertinent business environment reform strategies. In an environment where information is such an important factor of economic and public efficiency, mass media have drawn development practitioners’ attention in many development disciplines. Some economists have pointed out that direct and sometimes untargeted financial aid from developed countries is destroying African economies by eliminating entrepreneurship, thus alienating populations from their own way out of poverty. Developing the mass media industry is an innovative approach to facilitate the improvement of the SME and is a part of a shift in the way poverty reduction programmes are implemented by development practitioners. Whereas mass media has traditionally been viewed as a public information dissemination channel, the new view should be of a channel for a diverse and dynamic two-way flow of information enabling informal economy operators to influence the reform of the SME that will ultimately affect them. The mass media themselves are important actors in the development process and significant agents of social and economic change both in the formal as well as in the informal economy.

Mass media are public communication means characterised by their mass reach capacity. The most widespread forms of mass media are newspapers, magazines, television and radio, but the term also encompasses new information and communication technologies such as the Internet and telephone messaging. Although these new communication means offer many advantages (global outreach, easy and instant interactivity, multimedia features etc.), their use is still very limited in Africa where in 2006, 20%3 of the African population subscribed to a mobile service and only 3.6% of the population were Internet users. It is therefore the more traditional media and particularly broadcast media that offer the greatest potential to reach the poor and marginalized. The large gap between developed and developing countries in terms of access to mass media leaves a large proportion of the world’s population with limited or, in some cases, no access to mainstream information sources. Factors such as literacy, affordability, accessibility and language, lead to a divide between wealthy/urban and poor/rural populations.

Mass media, particularly the Internet is having a significant impact on the operations of SME and it is claimed to be essential for the growth of nation’s economies in general and SME in particular (Guba, 2010). According to Loretta (2008), mass media is changing the economy and traditional business become more dependent on new technologies. Compared with traditional business, new technologies facilitate an increased interactivity, flexibility, cheap business transactions as well as improve interconnection with business partners and customers. Mass media is having a significant impact in sector of Small and Medium Sized Enterprises (SME), especially where industries are in decline or when unemployment levels are high.

• STATEMENT OF THE PROBLEM

A failure to make changes may result in harm to the organization through stagnation, negative growth, loss of customers and failure to introduce new products leading to a potential closure of business (Churchill and Lewis, 1983). This notion on the need for a business to institute change has led to reliance on mass media as one of the tools for aiding business growth. An increased spending on mass media has led to questions as to whether there is any value for money in mass media for a business as everyone seems to be pushed towards mass media use. Most businesses place such a high premium on use of mass media that they forego basic principles of operating a business in order to concentrate on mass media use (Carr, 2003). With the increased attention and focus being put on Small and Medium Enterprises (SMEs) Investment’s survival and growth in Benin city as the important sector that can accelerate sustainable economic growth, it is important that the growth of Small and Micro Enterprises be sustained.

• OBJECTIVE OF THE STUDY

The objectives of the study are;

1. To ascertain the role of mass media on the growth of SME in Benin City
2. To determine the nature of mass media in SMES
3. To ascertain the negative and positive effect of mass media on SME in Benin City
   • RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H₀: there is no role of mass media on the growth of SME in Benin City

H₁: there is role of mass media on the growth of SME in Benin City

 H₀²: there is negative effect of mass media on SME in Benin City

H₂: there is positive effect of mass media on SME in Benin City

• SIGNIFICANCE OF THE STUDY

The study will be significant to students, business operators and the general public. The study will give a clear insight on the role of mass media to the growth of SMES in Benin City. The study will also serve as a reference to other researchers that will embark on this topic

• SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers the role of mass media to the growth of SMES in Benin City. The researcher encounters some constrain which limited the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.

1.7 DEFINITION OF TERMS

MASS MEDIA: Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information electronically via media such as films, radio, recorded music, or television

GROWTH: the process of increasing in size.

SME: SME stands for Small to Medium Enterprise. However, what exactly an SME or Small to Medium Enterprise depends on who’s doing the defining. Depending on the country, the size of the enterprise can be categorized based on the number of employees, annual sales, assets, or any combination of these.

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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