Assessing Determinants of Business Performance and Growth in Rural Areas: A Case of Grocery Stores in Mwense District of Luapula Province

This study looks at what affects grocery stores in Mwense District, Zambia. It was a case study with 50 participants, a mixed approach method to collect quantitative data through questionnaires and shows how important small businesses are for local economies and examines the owners' backgrounds, financial skills, marketing methods, and other factors. Most grocery store owners are middle-aged men with good experience, but there aren't many women, which limits new ideas. Many owners struggle with money management and finding loans, making it hard to invest in their businesses. Traditional marketing is important for getting noticed and attracting customers, but many stores aren’t registered, which restricts their access to loans and support. Good leadership and strong relationships with suppliers are key for keeping product quality high. The study suggests that grocery store owners should improve their financial skills, marketing, leadership, and use of technology. It ends with recommendations to promote gender equality, encourage business registration, and engage with the community, helping grocery stores in Mwense District to become more successful and sustainable.