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

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.