FOCUS STRATEGY AND MARKET SHARE GROWTH OF SELECTED SMALL AND MEDIUM ENTERPRISES IN NORTH CENTRAL NIGERIA

This study examined the effect of focus strategy (customer, product, and cost focus) 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 Focus Strategy Adoption scale (Section B: Customer Focus, Product Focus, Cost Focus) was used. Data were analyzed using descriptive statistics and multiple regression analysis. The findings show Customer focus (?=0.412, p?0.001) had the strongest positive effect on market share growth, followed by product focus (?=0.285, p?0.01). Cost focus showed a weaker but significant effect (?=0.118, p?0.05). The model explained 54.3% variance in market share growth. SMEs in North Central Nigeria should prioritize customer relationship management and product differentiation over cost reduction to achieve sustainable market share growth.

0 23 Jun, 2026

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