Market Segmentation Practices and the Performance of Small Businesses in Nigeria

The place of Market Segmentation in positively enhancing the performance of Small and Medium Scale Enterprises has often attracted mixed conclusions. The purpose of this study therefore is to investigate the “Effect Market Segmentation practices on the performance of Small businesses 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 Small Businesses 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 Small Businesses covering Small Businesses 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 the performance of Small Businesses in the study area. The study therefore recommends (among others that) managers and operators of Small Businesses should accord Segmentation practices more attention to derive the benefits that accrue from its usage.