The Effect of Market Segmentation on Product Accessibility in Major Supermarket in Ado-Ekiti Metropolis
Student: Blessing Damilola Onawunmi (Project, 2025)
Department of Business Administration (management Option)
Ekiti State University, Ado-Ekiti, Ekiti State
Abstract
The findings of this study reinforce the need for a comprehensive, multi-faceted segmentation approach, integrating geographical, demographic, psychographic, and behavioral factors, to effectively increase product accessibility, and the following recommendations were made Businesses should prioritize tailoring their strategies based on regional differences and consumer characteristics such as age, income, and education. This will help ensure that products are more readily available to the right target groups in specific locations, Companies should invest in analyzing consumer behavior patterns, such as purchasing habits, brand loyalty, and usage frequency, to refine their product offerings and promotional strategies. Combining behavioral insights with other segmentation strategies can lead to more precise targeting and improved accessibility.
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For the full publication, please contact the author directly at: blessingonawunmi5@gmail.com
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Institutions
- Federal University of Technology, Minna, Niger State 47
- Federal University of Technology, Owerri, Imo State 95
- Federal University Oye-Ekiti, Ekiti State 41
- Federal University, Birnin-Kebbi, Kebbi State 37
- Federal University, Dutse, Jigawa State 6
- Federal University, Dutsin-Ma, Katsina State 63
- Federal University, Gashua, Yobe State 3
- Federal University, Gusau, Zamfara State 14
- Federal University, Kashere, Gombe State 1
- Federal University, Lafia, Nasarawa State 6