IMPACT OF ECONOMIC RECESSION ON SMALL BUSINESS SUSTAINABILITY, WITH A FOCUS ON POLYCON AND WIKKI TABLE WATER BUSINESS ACTIVITIES

ABSTRACT This study evaluates the impact of economic recession on the sustainability of small businesses in Nigeria, with a focus on Polycon Table Water and Wikki Table Water. Employing a descriptive survey design, data were collected from 84 respondents using structured questionnaires and analyzed with SPSS version 23.0, incorporating descriptive statistics (means, standard deviations) and inferential techniques (regression analysis). Findings reveal significant negative effects: declining aggregate demand reduces revenue and cash flow (mean scores 4.10–4.25), production decline increases costs and limits efficiency (mean scores 4.05–4.20), and unemployment weakens purchasing power and labor availability (mean scores 4.15–4.30). Despite these challenges, businesses demonstrate perceptual resilience through adaptive strategies, though empirical data indicate structural vulnerabilities. Hypotheses confirmed positive significant relationships, highlighting macroeconomic threats to sustainability. Recommendations include innovative customer engagement, process optimization, and policy advocacy for financial support. Limitations encompass self-reported biases and cross-sectional design, suggesting future longitudinal comparative research on digital integration and financial incentives for SME resilience.