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.

Keywords
Effect of Market segmentation on product accessibility.
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