Description
Abstract
This research work looks at Market segmentation and performances of small and medium enterprises SMEs in Kano metropolis. The present study was put in place to investigate the effect of Market Segmentation and performance of Small and Medium Enterprises in Kano Metropolis. Data needed for analysis was collected from the sampled SMEs in the study area through a Self-administered questionnaire where the researcher adopted the drop and pick approach to ensure a timely collection of the needed data. Though 570 questionnaires were distributed to the sampled SMEs in Kano metropolis, only 511 of them or 89.64% were actually returned while 59 of them representing 10.36% were not returned. Of the 511 questionnaires returned, 401 of them constituted the final sample for the research which shows a good response rate of 78.48 percent. The percentage of the returned questionnaire is considered sufficient for any realistic study based on Sekaran‘s (2003) argument that a 30 percent response rate is suitable for any good survey. After the collected data for this study were pooled together, the analysis started by checking for missing values and outliers. No missing value was found in the data set, a develop performance measurement that can be rightly attributed to the researcher‘s curiosity right from the field in ensuring that all items are duly responded to and at the same time the researcher‘s ability to key in any questionnaire collected within the shortest possible time. Descriptive statistics followed next. The aim here was to sum the views of respondents that cut-across all SMEs studied in Kano Metropolis. Basic information such as gender, education level, number of employees, years in operation and many more were discussed which gave insight on the respondent fundamental information.
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