Since you know that $f(x) \to 0$ as $x \to 0$ you can define the extended function $F: [0,1) \to \mathbb{R}$ via $$ F(x) = \begin{cases} f(x) & \text{if }x >0 \\\ 0 &\text{if }x=0. \end{cases} $$ Then $F$ is continuous on $[0,1)$ and differentiable on $(0,1)$. By the mean-value theorem, for $0 < x <1$, $$ \frac{f(x)}{x} = \frac{F(x) - F(0)}{x -0} = f'(y) $$ for some $0 < y < x$. From this and the fact that $f'(x) \to c$ as $x \to 0$ we can readily deduce that $f(x)/x \to c$ as $x \to 0$.