Differentiation Strategy and Market Share Growth of Selected Smes in North Central Nigeria: Evidence From Benue, Plateau, Kogi and Niger States
Year: 2026
Type: article
Abstract: This study examined the effect of differentiation strategy (product quality, service and brand) on the market share growth of selected SMEs in North Central Nigeria (Benue, Kogi, Niger, Plateau). A census survey of all 293 registered SMEs was conducted. A structured questionnaire comprising demographic information (Section A) and a 15-item Differentiation Strategy Adoption scale (Section B: Product quality differentiation, Service differentiation, Brand differentiation) was used. Data were analyzed using descriptive statistics and multiple regression analysis. The findings show Product quality differentiation (β=0.412, p˂0.001) had the strongest positive effect on market share growth, followed by Service differentiation (β=0.285, p˂0.01). Brand differentiation showed a weaker but significant effect (β=0.118, p˂0.05). The model explained 54.3% variance in market share growth. SMEs in North Central Nigeria should prioritize product quality differentiation and service differentiation management over brand differentiation to achieve sustainable market share growth.
Author: Babatunde, Ibikunle
Institution: Federal College of Education, Okene
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7170929425
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