Artilce Marketing Mix as Determinant of Sustainability of Small-Scale Business in Alkaleri, Bauchi State, Nigeria

Abstract

The study investigated the influence of marketing mix on sustainability of small-scale business in Alkaleri, Bauchi State, Nigeria. Specifically, the study had four objectives and four null hypotheses. Descriptive survey research design was adopted for the study. The entire 134 management staff of 187 registered Small-scale business in Alkaleri were used for the study. Structured questionnaire was used to elicit data from participants. Three experts validated the instrument before subjecting it pilot test. The result of pilot test yields a Cronbach alpha reliability coefficient of 0.78. Four research assistants helps the researchers in the data collection. The data collected were analyzed using Statistical Package for Social Science (SPSS), 23 to run Simple Linear Regression for the test of research hypotheses. The hypotheses were tested at the significant level of 0.05. The findings revealed that product, price, promotion and place have significant and positive influence on sustainability of small-scale business in Alkaleri metropolis. It was therefore concluded that inability of integrating marketing mix will affect sustainability of small-scale business. The study recommended among others that management and proprietors of small scale business in Alkaleri should integrates the various product variables like price, quality, branding, trademark and names.