Abstract:
Small and medium businesses play an important part in the country's socioeconomic
growth. They are an appealing and large-scale innovative system. The sector is
considered a strategic interest in an economy because of the socially and economically
beneficial effects of SMEs. Since the emergence of COVID-l9, most business
transactions have seen poor sales, with most SMEs reporting a decrease in their source
of revenue. Therefore, the purpose of this research study is to explore sustaining and
surviving small and medium business in covid-19 season. This research examines the
existing levels of sustaining and surviving small and medium business in Covid-19
season, the relationship between sustaining and surviving small and medium business
in Covid-l9 season, and determine whether Covid-l9 pandemic have an effect on
sustaining and surviving of small and medium enterprises in Ampara District. To
achieve main purpose of the research study, researcher used three independent variables
such as cost leadership strategy, product differentiation strategy, and focus on market
strategy. Further, researcher used SME sustaining and surviving as a dependent
variables of this study. This research study relies on a data set derived its survey of 210
sample of small and medium business in Ampara.
Tlie quantitative research approach used for this research. The data were analyzedusing
descriptive statistics, Pearson coirelation, and regression analysis. The findings
exhibited that, there was a positive relationship between cost leadership strategy and
firm sustaining and sulvival, product differentiation strategy and firm sustaining and
survival, focus on market strategy and firm sustaining and survival of small and
medium enterprises in Ampara- Lastly, the result indicated that there is a positive
impact of Covid-19 pandemic have an effect on firm sustaining and surviving of small
and medium enterprises in Ampara
