IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 5 2024
DOI: 10.56201/ijmcs.v8.no5.2024.pg103.113

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Effect of Product Differentiation on Customer Appeal of SMES in Uyo Metropolis, Akwa Ibom State, Nigeria

Mark, R. M., A.B. Akpan

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Abstract

The study focused on product differentiation on customer appeal of SMEs in Uyo, Akwa Ibom State, Nigeria. The study specifically looked at the following Determine the effect of product design on customer’s appeal in Uyo, Akwa ibom state. Investigate the effect of packaging on customer’s appeal of SMEs in Uyo, Akwa Ibom State. The survey design was adopted in the study where the structure questionnaire was used to elicit information from the target respondents who are owners of SMEs in Akwa Ibom State. The population of the study was 2970 entrepreneurs, in which Taro Yamene’s formula was used to derive the sample size of 352. Two hypotheses were formulated to guide the study. The study made the following findings; that, product design has positive and significant effect on customer appeal of SMEs in Uyo, Akwa Ibom State, Nigeria. Packaging has positive and significant effect on customer appeal of SMEs in Uyo, Akwa Ibom State, Nigeria. Based on the findings, the following recommendations were made; Product design has a significant effect on customers’ appeal of SMEs in Uyo, Akwa Ibom State, Nigeria. This implies that the firm should continue to improve in their product quality, design in the market place since it has shown the positive effect on the customer appeal. By doing so, more customers would be attracted to any form of appeal that the company will want to embark on from time to time. Packaging has significant effect on customers’ appeal of SMEs in Uyo, Akwa Ibom State, Nigeria. This implies that the managers of SMEs in Uyo, Akwa Ibom State, Nigeria are encouraged to extend the tentacles of packaging and embark on competitive pricing through product and service modifications.

keywords:

Product differentiation, product design, packaging, and customers’ appeal.

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