An Assessment of the Marketing Strategies for the Survival of Small-scale Businesses in Kontagora Local Government of Niger State

Description

– An Assessment of the Marketing Strategies for the Survival of Small-scale Businesses in Kontagora Local Government of Niger State –

Download An Assessment of the Marketing Strategies for the Survival of Small-scale Businesses in Kontagora Local Government of Niger State. Business Administration students who are writing their projects can get this material to aid their research work.

Abstract

This study was carried out to assess the strategies for the survival of small-scale businesses in the 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 percentages and the three hypotheses were tested using the 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 the small-scale businesses, and that reactive strategy is negatively related to the success of small-scale businesses. 

Introduction

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 a large number of young and not-so-young people who have been retrenched in recent times 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.

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