Influence of marketing information system on SME performance: A case of electrical/electronic dealers in Ekiti state, Nigeria

This study examined the influence of marketing information system (MIS) on organization performance among selected electronic dealers association in Ekiti State, Ado-Ekiti. The study assessed the influence of internal record, marketing intelligence, market research, decision support system on organization performance. The study adopted descriptive research design. The population comprises of members of the electronic dealers association, they were 76 and census sampling techniques was adopted. Data were gathered through the use of a well-structured questionnaire as 76 questionnaires were distributed. The data generated were analyzed using descriptive statistics and linear regression analysis. Cronbach’s Alpha’s test was carried out to determine the questionnaire reliability of the study variables. The study reveals that (MIS) internal records (β=0.724, P=0.000), marketing intelligence (β=0.703, P=0.000), market research (β=0.734, P=0.000 )and decision support system (β=0.887, p=0.000) are all less than 0.05 level of significance and have significant influence on organization performance of electronic dealers in Ekiti State, Ado Ekiti. The study concluded that marketing information system have significant influence on organization performance of electronic dealers in Ekiti State, Ado Ekiti. The organization should maintain and develop advanced marketing information system that provides company management with rapid and credible information about consumer needs, preferences and behaviour.