Abstract:
This study was carried out to assess the strategies for survival of smallscale
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.
