MARKETING STRATEGIES AS DETERMINANTS OF SUSTAINABILITYOF SMALL-SCALE BUSINESS IN BAUCHI STATE, NIGERIA

Abstract

The study focused on marketing strategies as determinants of sustainability of Small-Scale
Business in Bauchi State, Nigeria. Specifically, the study had six objectives. In line with the
specific objectives, six research questions and six hypotheses were raised. Descriptive survey
research design was used for the study. The population of the study was 526 registered Smallscale enterprises in Bauchi metropolis. The entire population was used for the study. The
instrument for data collection was 4-point scale structured questionnaire. The instrument was
validated by 3 experts and pilot test at Azare metropolis. A Cronbach Alpha reliability
coefficient of 7.9 was obtained. The researcher with the service of 8 enumerator assisted in the
data collection. The data collected were analyzed using mean scores and standard deviations to
answer the research questions while inferential statistics of Linear Regression was employed for
the test of hypotheses at the significant level of 0.05. The study disclosed that content, marketing
mix, endorsement, sponsored posting, referral and competitive marketing strategies has
significant influence on the sustainability of Small-scale business in Bauchi metropolis. It was
concluded that marketing strategies has the potentials of sustainability of Small-scale business in
Bauchi metropolis. The study recommended among others that; operators of Small-scale
business should integrate effective marketing strategies for their business sustainability in
Bauchi state.