MARKET ORIENTATION AND PERFORMANCE OF POULTRY BUSINESSIN MINNA METROPOLIS.A CONCEPTUAL REVIEW

Abstract

Poultry production is one of the important components of the livestock subsector in the Nigerian economy, which can be embarked upon by the people with small or no land capital. Despite these assertion,Challenges persist in the poultry production sector in Minna metropolis. Hence, the paper adopts a conceptual review from reputable data base that examined different dimensions of market orientation in relations to performance of poultry business with a view to have synthesis of commentaries on the concept and theory from existing literature. The major gap of the review were identified in order to justify the need for further studies. The study was premised on market orientation theory. A conceptual framework that outline the relationship between variables in the review created. The findings of this study provide recent update on dimension of market orientation as it positively influences the performance of poultry business in Minna metropolis.It is recommended that poultry businesses should invest in robust data collection and analysis systems to better understand market trends,customerpreferences, and competitor strategies.