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
- Kebbi State University of Science and Technology, Aliero, Kebbi State 6
- Kenule Benson Saro-Wiwa Polytechnic, Bori, Rivers State 18
- Kogi State Polytechnic, Lokoja, Kogi State 4
- Kogi State University, Anyigba 2
- Kwara State College of Health Technology, offa, Kwara State 9
- Kwara State Polytechnic, Ilorin, Kwara State 20
- Kwara State University, Malete, Ilorin, Kwara State 13
- Ladoke Akintola University of Technology, Ogbomoso, Oyo State 39
- Lagos State Poly, Ikorodu, Lagos State 2
- Lagos State University, Ojo, Lagos State 7