Al-Hikmah University Journal

Competitive aggression is the degree of healthy rivalry in entrepreneur behavior that new micro, small and medium enterprises (MSMEs) are often forced to exhibit in order to compete with existing rivals.The capacity of a product to achieve delivery or performance goals is referred to as product performance. Availability and deliverability are two ways to describe product performance triggered by competitive aggressiveness. This study investigated the eeffect of competitive aggressiveness on product performance among MSMEs in Niger State. A survey research design was adopted. The population of this study is 454,000 with a sample size of 400 MSMEs. A structured questionnaire designed on a five-point Likert-type questions was used to measure the respondent's concentration of thought in relation to the information sought. The response scales ranges from Strongly disagree = 1, to Strongly Agree = 5. Cronbach's Alpha test was run on the items in the questionnaire and were found to be reliable at 0.866 (86.6%) and 0.869 (86.9%) for competitive aggressiveness and product performance respectively. Descriptive and inferential statistics were used for data analysis and test of hypothesis. Findings revealed that there is a significant positive correlation (r = 0.997, Sig = 0.000) between competitive aggressiveness and product performance among MSMEs in Niger State. It was concluded that MSMEs owners in Niger State should be encourage on consistent basis to adopt the tactics of competitive aggressiveness in promoting the sales of their products Nevertheless, the study recommends that MSMEs owners in Niger State should respond to market competition through aggressive promotional campaigns by utilizing various distribution channels to reach potential customers across the twenty-five (25) Local Government Areas of Niger State.