IMPACT OF DEMOGRAPHIC AND CUSTOMERS (DC) MACRO MARKETING ENVIRONMENT ON SUCCESS OF SMALL SCALE BUSINESSES IN TARABA STATE, NIGERIA

Abstract

The study was on the impact of demographic and customer macro marketing environment on success of Small-Scale Businesses in Taraba State, Nigeria. The study was guided by two specific objectives, two research questions and two null hypotheses. Descriptive survey research was adopted for the study. Five hundred (500) management staff of registered Small-Scale Businesses in Taraba State was sampled out of 2955. The researcher administered the same 500 copies of 20 items structure questionnaire on 4 points rating scale response options was used for the data collection after the instrument was validated by five experts. Data collected were analyzed using Statistical Package of Social Science (SPSS), 25 to run mean scores and standard deviations for answering the research questions. Simple Linear Regression (SLR) was employed to test null hypotheses at the 0.05 level of significance. The study revealed that the Demographic and Customer factors have significant impact on the success of Small-Scale Businesses in Taraba State, Nigeria.