AN ASSESSMENT OF THE MARKETING STRATEGIES FOR THE SURVIVAL OF SMALL-SCALE BUSINESSES IN KONTAGORA LOCAL GOVERNMENT OF NIGER STATE

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ABSTRACT




This study was carried out to assess the strategies for survival of small-scale business in Kontagora Local Government Area of Niger State. Six research question and three hypotheses were postulated to guide the investigation. Structured questionnaire, dichotomous in nature was the main research instrument. The stratified sampling method was used to select 72 small-scale businesses from 10 business types. Data were analyzed using simple percentage and the three hypotheses were tested using chi-square test of statistics. The study revealed that; there is a significant relationship between market segmentation and the maximization of a firm’s competitive advantage; price adjustment does not significantly influence the profitability of small-scale business, and that reactive strategy is negatively related to the success of small-scale business. The study recommendations should proactively be applied to marketing strategy.


CHAPTER ONE

INTRODUCTION




1.1 Background of the Study

Although specific statistical evidence may not yet be readily available, there is hardly any doubt that business enterprises employing less than fifty full-time employees dominate the Nigerian economy today, not only in terms of their sheer number but also in terms of volume of employment. They dot every nock and cranny of every city; even in the rural areas, they predominate. With every limited growth and employment in the large scale business sector and dwindling employment opportunities in government, the various levels of government in Nigeria have continued to encourage young school levers and the large number of young and not so-young people who have been retrenched in recent time to seek self employment.


The kind of business described above is small-scale business which Osaze (1986) describes, as “(a business) which is owned, managed, controlled by one or two persons, his family influenced in decision making, has an undifferentiated organizational structure, has a relatively small share of the market and employs less than fifty people”. The history of industrial revolution in developed and developing countries have shown that Small-scale businesses are the driving force of industrial development.
The attentions of national government all over the world have therefore focused on funding and supporting them through the creation of enabling environment.


Expanding an understanding of small-scale business, Adamu (2005) explains that a major characteristic of Small-scale business worldwide is that they are generally managed by their owners either as sole proprietorship or partnership and are also largely local in their area of operation. They depend on internal source of capital and are relatively small size within the industry. The relative importance of the small-scale business differs considerably from one type of business to another. The major areas of business enterprise activities are in manufacturing, distribution of products and rendering of services some of which may involve the use of products....

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