DIFFERENTIATION STRATEGY AND MARKET SHARE GROWTH OF SELECTED SMES IN NORTH CENTRAL NIGERIA: EVIDENCE FROM BENUE, PLATEAU, KOGI AND NIGER STATES

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.