Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria (Published)
This study examined the connection between product positioning and customer targeting strategies amongst small scale food, beverage, and fabric manufacturing companies in Nigeria. The research design used in the study was descriptive survey. Data were collected via questionnaires from 211 marketing professionals and clients of the aforementioned manufacturing entrepreneurs. The Pearson Product Moment Correlation Analysis was used as an inferential tool for data analysis. The study’s findings demonstrated the importance of product positioning strategy in determining sales results and enhancing competitive advantage. It was discovered to have excellent sales prediction capabilities. In addition, the sales of manufacturing SMEs in under review were significantly impacted by product positioning tactics. As a result, this study recommends using a product price positioning strategy to increase the marketability of their items.
Citation: Okon, S.S; Horsfall, O.H; Ekpo, C.M. (2022) Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria, European Journal of Business and Innovation Research, Vol.10, No.8, pp.,1-11
Product Positioning and Customer Targeting Practices Adopted by Small-Scale Manufacturing Firms in Rivers State, Nigeria (Published)
The study investigates the role of product positioning and customer targeting practices in small-scale manufacturing firms in Rivers State, Nigeria. 385 small scale manufacturing firms registered with the Nigerian Association of Small Scale Industrialists, Rivers State Chapter constituted the target population. The Krejcie and Morgan (1970) table was used to determine a sample size of 191. A structured questionnaire was designed by the researcher and administered to owners/managers of the SME manufacturing firms and responses analysed using means score and standard deviations to determine which practices are most adopted. Findings indicate that characteristics-based positioning was the most adopted product positioning practice while undifferentiated marketing was the most preferred customer targeting practice. It was concluded that product positioning and customer targeting play significant roles in providing a strategic direction for the small scale manufacturing firms.
Citation: Affiah E. A, Udom; M.E.L., Nwaguru P., John N.J., Okon, M.G, D. (2022) Product Positioning and Customer Targeting Practices Adopted by Small-Scale Manufacturing Firms in Rivers State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 4, pp.17-26