Marketing Segmentation Practices and Performance of Nigerian Commerical Banks

The paper examines the impact of marketing segmentation practices on the performance of selected Nigerian commercial banks in the post consolidation era 2005 to date. Data employed were mainly secondary while the research design was exploratory in nature relating such basic variables as market segmentation practices of market share; pricing and geographical branch location to performance. Statistical test using Herfindahl Hirschman Index was used as surrogate for market concentration which was tested against performance. Findings indicate that banks with high level of market share demonstrate high customer retention ability and lower overall unit operating expenses.