The Impact of Event Marketing on Women Entrepreneurs in Lokoja Local Government Area, Kogi State
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Chapter One: Introduction
1.1 Background of the Study
Event marketing has become an essential tool for promoting businesses, fostering brand awareness, and driving economic growth. For women entrepreneurs, who often face barriers such as limited access to funding, marketing platforms, and networks, event marketing offers a unique opportunity to showcase their products and services. Lokoja Local Government Area, the capital of Kogi State, is a hub for various cultural, trade, and social events that attract diverse audiences. These events provide a platform for women entrepreneurs to engage with potential customers, build brand visibility, and establish business networks. According to Adesina and Adebayo (2023), event marketing enhances entrepreneurial visibility, stimulates customer engagement, and fosters market penetration, particularly for small-scale businesses. However, despite its potential, women entrepreneurs in Lokoja face challenges such as high costs of participation, limited access to event opportunities, and inadequate marketing skills. This study investigates the impact of event marketing on women entrepreneurs in Lokoja, exploring its benefits, challenges, and implications for women’s economic empowerment.
1.2 Statement of the Problem
Women entrepreneurs in Lokoja play a vital role in driving local economic growth and fostering community development. However, they often struggle to scale their businesses due to limited access to effective marketing platforms. Event marketing, while promising, remains underutilized by many women entrepreneurs, largely due to high participation costs, lack of awareness, and inadequate support from event organizers. Previous studies have highlighted the general benefits of event marketing but have not adequately explored its impact on women entrepreneurs in semi-urban areas like Lokoja (Okoro & Yusuf, 2024). This gap in research limits the understanding of how event marketing can be leveraged to empower women entrepreneurs, enhance their market presence, and drive business growth. This study seeks to address these challenges by evaluating the impact of event marketing on women entrepreneurs in Lokoja Local Government Area.
1.3 Objectives of the Study
2. To examine the role of event marketing in promoting women entrepreneurs in Lokoja.
3. To assess the challenges faced by women entrepreneurs in utilizing event marketing.
3. To identify strategies for enhancing the effectivenessof event marketing for women entrepreneurs in Lokoja?
1.5 Research Hypotheses
1. H₁: Event marketing significantly enhances the visibility of women entrepreneurs in Lokoja.
2. H₂: Challenges in event marketing negatively impact its effectiveness for women entrepreneurs.
3. H₃: Strategic interventions can improve the impact of event marketing on women entrepreneurs.
1.6 Significance of the Study
This study is significant as it highlights the potential of event marketing as a tool for empowering women entrepreneurs in Lokoja. By providing insights into its benefits and challenges, the research informs policymakers, event organizers, and women entrepreneurs about best practices and strategies for leveraging event marketing. The findings contribute to academic literature on entrepreneurship and marketing, particularly in the context of women-led businesses in semi-urban areas. Additionally, the study underscores the importance of inclusive marketing practices that address the unique needs of women entrepreneurs, fostering economic empowerment and gender equity.
1.7 Scope and Limitations of the Study
The study focuses on the impact of event marketing on women entrepreneurs in Lokoja Local Government Area, Kogi State. It excludes other forms of marketing and focuses specifically on women-led businesses participating in local events. Limitations may include variations in respondents' experiences and access to detailed data on event participation.
1.8 Operational Definition of Terms
1. Event Marketing: The use of events as a platform to promote products, services, or brands.
2. Women Entrepreneurs: Women who own and manage businesses, contributing to economic activities.
3. Economic Empowerment: The process of increasing individuals’ access to economic resources and opportunities.
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