Al-Hikmah University Journal

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 Small-scale 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.