SURVIVAL STRATEGY ADOPTION BY SMALL SCALE RETAIL OUTLET, IN NIGERIA (A CASE STUDY OF HERITAGE NIGERIA LIMITED, NEW HAVEN ENUGU)

ABSTRACT
The subject of this research is survival strategies adopted by small-scale shops in Enugu State Urban.  The recent changes in the Nigerian Business environment have forced small-scale shops to formulate diverse survival strategy in order to survive the turbulence in Nigeria environment. This study focuses on those things that small-scale 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 bonus, differentiation and segmentation e.t.c.  To achieve this researcher’s constructed questionnaire based 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 higher 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 it’s competitors. 5.To survive a small-scale must be responsive to the needs of it’s consumer’s financially up to date.
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 consumer based on the quantity purchase.  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 Background of study Objectives of the study Scope and limitation of the study Significance of the study Statement of research Definition of key term References
CHAPTER TWO LITERATURE REVIEW Retail shopping in Nigeria Shop keeping as small business Model retail strategies Problems of small-scale business in Nigeria References
CHAPTER THREE SUMMARY OF FINDINGS The research finding Conclusions Recommendations Bibliography