Differentiation Strategies and Performance of Deposit Money Banks in Port Harcourt, Nigeria

Abstract

This paper examined the association of differentiation strategy and performance of deposit money banks in port Harcourt, rivers state. In line with the purpose of this paper as stated above, our population comprised 10 selected deposit money banks listed on the floor of Nigeria stock exchange as at December, 2012. The taro-yamene sample size determination formula was used to determine the sample size.  Questionnaire was the instruments used in gathering primary data which were analyzed using regression analyses. The study found that deposit money banks can achieve improvement along the terms of organization's performance if the banks are able to differentiate their products effectively and efficiently, and that  the profit of the banks will be improved by the adoption of  various differentiation strategies .the study also found  that there is no one specific differentiation strategy that can  enhances performance, rather it is different differentiation strategies and recommends that in order for firms to maintain their competitiveness in the industry, they should be differentiation conscious by expanding their market coverage with different products.