International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 6, Issue 7 (2019)

Market segmentation practices and the performance of small and medium enterprises (SMEs) in Benue state, Nigeria


Dr. Tyoapine Hanmaikyur

The place of Market Segmentation in positively enhancing the performance of Small and Medium Scale Enterprises has often attracted mixed conclusions. This study investigated the Effect of Market Segmentation practices on the performance of Small and Medium (SMEs) in Benue state. A cross- sectional survey design was put in place for the study. The unit of analysis was organizations while the owner/managers of SMEs were the respondents. The study employed systematic and simple random sampling as well as the snowbell sampling techniques to collect the needed data for the study with a sample size of 401 SMEs covering SMEs from all sectors that exist in the study area. A combination of descriptive and inferential statistics were thereafter used to empirically and statistically analyze the data collected, with the aid of Statistical Package for Social Science (SPSS) version 20. Hence the regression analysis was used to test the hypotheses. The findings of the study revealed Market segmentation have significant positive effect on SMEs performance in the study area. The study therefore has no option but to conclude that Market segmentation have positive effect on SMEs performance in Makurdi metropolis of Benue state, Nigeria. It therefore recommends (among others that) SMEs managers and operators should accord Segmentation practices more attention to derive the benefits that accrue from its usage.
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How to cite this article:
Dr. Tyoapine Hanmaikyur. Market segmentation practices and the performance of small and medium enterprises (SMEs) in Benue state, Nigeria. International Journal of Multidisciplinary Research and Development, Volume 6, Issue 7, 2019, Pages 84-91
International Journal of Multidisciplinary Research and Development International Journal of Multidisciplinary Research and Development