European Journal of Business and Innovation Research (EJBIR)

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Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria


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

Keywords: customer targeting, manufacturing SMEs, product positioning, value/quality positioning; concentrated market targeting

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