The Effect of Diversification on Customer Patronage of Consumable Goods (a Case Study of NestlÉ Nigeria Plc, Ilorin)
Student: Taofikat Olabisi Iyiade (Project, 2025)
Department of Marketing
University of Ilorin, Kwara State
Abstract
ABSTRACT
This study examines the effect of diversification on customer patronage in the consumable goods sector, using Nestlé Nigeria Plc in Ilorin as a case study. It explores how product, market, and technological diversification influence customer purchase frequency, loyalty, and satisfaction. A total of 384 respondents were surveyed using a structured questionnaire, and data were analyzed through descriptive and inferential statistics, including linear regression analysis. The findings reveal that product diversification enhances purchase frequency, market diversification strengthens customer loyalty, and technological diversification improves customer satisfaction. The study concludes that strategic diversification is essential for boosting customer patronage and sustaining competitive advantage in Nigeria’s fast-moving consumer goods industry, offering valuable insights for corporate managers, policymakers, and future researchers.
Keywords
For the full publication, please contact the author directly at: iyiadetaofikah@gmail.com
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Institutions
- Covenant Polytechnic, Aba, Abia State 1
- Covenant University, Canaan Land, Ota, Ogun State 4
- Crawford University of Apostolic Faith Mission Faith City, Igbesa, Ogun State 2
- Crescent University, Abeokuta, Ogun State 1
- Cross Rivers University of Technology, Calabar, Cross Rivers State 142
- Delta State Polytechnic, Ogwashi-Uku, Delta State 11
- Delta State Polytechnic, Otefe, Delta State 12
- Delta State University, Abraka, Delta State 138
- Ebonyi State University, Abakaliki, Ebonyi State 17
- Edo University, Iyamho, Edo State 10