| Abstract: | This study examined the effect of target marketing strategies on competitive advantage. The study
employed descriptive and explanatory research design in order to show the influence of predictor
variable (Niche Market, Behavioral Targeting, Differentiation Strategy, Psychographic
Targeting) on predicted variable competitive advantage. The data for the study was collected from
371 respondents using self-administered questionnaires and responses of survey data were
processed using SPSS.20. Based on data collected from the survey of respondents in the bank, the
result indicates that, niche marketing and differentiation strategies significantly enhance
competitive advantage, while behavioral and psychographic targeting contribute to increased
customer engagement and retention. In order to enhance target market strategy, the bank
efficiently focus on increasing the implementation of niche marketing strategies, invest in
behavioral targeting to better understand customer preferences and spending habits, Increase the
use of digital marketing channels, particularly social media, to reach younger, tech-savvy
customers and continuously monitor market trends and customer behaviors to adapt marketing
strategies proactively. |
