Impact of Psychographic Segmentation on Consumer Purchasing Decision: a Study of Jumia Technologies

Consumer attitudes and behaviours are constantly changing affecting consumer decision making, this has made market segmentation a critical concern for every serious business. The main objective of this study is to examine the impact of psychographic segmentation on consumer purchasing decision: A study of Jumia technologies AG. The specific objectives include; determine the effect of lifestyle on product quality of Jumia Technologies AG products among University of Ilorin students, investigate the influence of values and beliefs on price on the Jumia platform among University of Ilorin students, examine how consumers' personality traits influence convenience and user experiences of Jumia products among University of Ilorin students, and determine the impact of attitudes on purchase frequency of Jumia products among University of Ilorin students. Descriptive research design was adopted for the study. Yamane’s (1967) formula for sample size was adopted for study and a sample size of 400 respondents was arrived at. Purposive sampling technique was used to select 400 respondents as the sample size for this research. From the results of findings, it is statistically revealed that lifestyle has significant effect on product quality of Jumia products among University of Ilorin students, values and beliefs have significant influence on price of Jumia products among University of Ilorin students, Consumers' personality trait has significant impact on convenience and user experiences of Jumia products among University of Ilorin students, and Attitudes have significant impact on purchase frequency of Jumia products among University of Ilorin students. Therefore, the study concluded that psychographic segmentation has significant impact on consumer purchasing decision of Jumia products among University of Ilorin students. The study recommended that Jumia should tailor its marketing strategies to reflect the lifestyle preferences of students, consider the cultural values and belief systems of its target student demographic, incorporating personalized features and UX (user experience) designs and should focus on shaping positive attitudes through consistent product quality, engaging communication, and trust-building strategies.