European Journal of Business and Innovation Research Vol.10, No.8, pp.,1-11, 2022 Print ISSN: 2053-4019(Print) Online ISSN: 2053-4027(Online) 1 @ECRTD-UK: https://www.eajournals.org/ Publication of the European Centre for Research Training and Development -UK Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria Okon, Saviour Sylvester Department of Marketing University of Uyo, Uyo- Nigeria Horsfall, Omona-a Hamilton, Garden City Premier Business School, Port Harcourt, Nigeria Ekpo, Christopher Mercy Department of Marketing University of Uyo, Uyo- Nigeria Citation: Okon, S.S; Horsfall, O.H; Ekpo, C.M. (2022) Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria, European Journal of Business and Innovation Research, Vol.10, No.8, pp.,1-11 ABSTRACT: This study examined the connection between product positioning and customer targeting strategies amongst small scale food, beverage, and fabric manufacturing companies in Nigeria. The research design used in the study was descriptive survey. Data were collected via questionnaires from 211 marketing professionals and clients of the aforementioned manufacturing entrepreneurs. The Pearson Product Moment Correlation Analysis was used as an inferential tool for data analysis. The study's findings demonstrated the importance of product positioning strategy in determining sales results and enhancing competitive advantage. It was discovered to have excellent sales prediction capabilities. In addition, the sales of manufacturing SMEs in under review were significantly impacted by product positioning tactics. As a result, this study recommends using a product price positioning strategy to increase the marketability of their items. KEYWORDS: product positioning, customer targeting, manufacturing SMEs, value/quality positioning; concentrated market targeting INTRODUCTION Today’s increasingly competitive market requires that small and medium-sized businesses (SMEs) particularly those in manufacturing must properly position themselves and their products for optimal performance (Sullivan et al., 2012). Peterson and Krishman (2012) assert that carefully considered product positioning can provide business owners a competitive edge. Customers are drawn to high-quality items and unique market offerings, thus using the proper positioning strategy can increase sales, improve a company's performance, and reduce direct rivalry (Dirisu et al., 2013). Increased sales will result from improved company and product image due to effective product positioning (Chelumbrun, 2014).