INFLUENCE ON TECHNOLOGICAL AND SOCIO-CULTURAL MACRO MARKETING ENVIRONMENTS ON SUSTAINABILITY OF SMALL-SCALE BUSINESS IN TARABA STATE, NIGERIA
Abstract
This study determined the influence of technology and socio-cultural macro market environment on sustainability of Small-Scale Businesses in Taraba State, Nigeria. The study had two specific objectives, two research questions and two null hypotheses. Survey design was used for the study. The researchers sampled 500 from the population of 2955 management staff of registered Small-Scale Businesses in Taraba State. The instrument for the data collection was 4-points scale questionnaire validated by five experts and pilot tested at Adamawa state. The instrument yields a Cronbach alpha reliability coefficient of .789. Six research assistants help in the data collection. The data collected were entered into Statistical Package of Social Science (SPSS), 25. The SPSS was used to run mean scores and standard deviations to answer the research questions while Simple Linear Regression (SLR) was employed to test null hypotheses at the 0.05 level of significance. The outcome of the study shows that Technological and Socio-cultural macro marketing environments have strong influence on sustainability of Small-scale businesses in Taraba State. It was concluded that, integration of the two marketing environments into businesses will help to improve performance and sustainability of small scale business in the state. The researchers recommended among others that: proprietor and management of SSBs should try and adopted the modern technological innovations such as e-banking, e-advertisements among others that which are rapidly changing the global marketing environment.
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