SURVIVAL STRATEGY ADOPTION BY SMALL SCALE RETAIL OUTLET IN NIGERIA (A CASE STUDY OF ROBAN SUPERMARKET G.R.A. ENUGU)

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ABSTRACT

The subject of this project is survival strategies adopted by small-scale shops in Enugu state urban. This recent changes in the Nigeria Business environment have forced small-scale shops to formulate diverse survival strategy in order to survive the turbulence in Nigeria environment.

This study process on those things that small-scale shops can do and have done to accommodate market changes such as downsizing, expansion, offering discounts, location and relocation of the shops can do and have done to accommodate market changes such as down, sizing, expansion offering discount location and relocation of the shop at a better site, margin, cool structure, the product line, diversification, free gifts and booms, differentiation and segmentation etc.

To achieve this the researchers constructed questionnaire base on research question formulated in chapter one.

The major findings in these studies are as follows:

1.Location and relocation of business at a better site is as important as the growth of the business.

2.Down-sizing small-scale shops encourages high profit margin from the specified field of treatment.

3.Discounts, free gifts and bonus, attracts customers patronage.

4.Product line diversification, differentiation and market segmentation are the major strategies that can be adopted and have been adopted by small-scale shops in order to face and win its competitors.

5.To survive a small-scale shop must be responsive to the needs of its consumers, financially up to date etc.

The major conclusion drawn from this study is that the survival strategies adopted by the small-scale shops are discount bonus, and gifts offered to consumers based on the quantity of purchased. The use of product line, product diversification, location and relocation, differentiation and market segmentation are greatly helpful for the survival of small-scale shop. Recommendations were made based on the findings and conclusion drawn.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

INTRODUCTION

1.0 Background to study

1.1 Objectives of the study

1.2 Scope and limitation of the study

1.3 Significance of the study

1.4 Statement of research problem

1.5 Definition of key terms

1.6 References

CHAPTER TWO

LITERATURE REVIEW

2.1 Retail shopping in Nigeria

2.2 Shop keeping as small business

2.3 Model retail strategies

2.4 Retal shopping in Nigeria

2.5 Problems of small scale business in Nigeria

2.6 Reference

CHAPTER THREE

SUMMARY OF FINDINGS

3.1The research of findings

3.2 Conclusions

3.3 Recommendations

3.4 Reference

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SURVIVAL STRATEGY ADOPTION BY SMALL SCALE RETAIL OUTLET IN NIGERIA (A CASE STUDY OF ROBAN SUPERMARKET G.R.A. ENUGU)

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