At the Marketing department office
Appointment on Visitation important
Topic: Issues In Marketing, Entrepreneurship And Management
Description: My focus on research in the board area of marketing, entrepreneurial and management issues. I have conducted a number of researches in small business as related to marketing, entrepreneurial and management issues. Precisely, I have concentrated on the following areas: i small business enterprises and marketing issues ii relationship marketing practices and Nigerian small business enterprises; and iii comparative management issues iv entrepreneurial issues. The findings of these researches have been presented at National conferences and most have published in reputation local and international academic journals. It is significant that the findings of my research works have attracted interest at the levels of presentation and when published. Therefore, I have made significant contributions to knowledge in the broad areas of Marketing, Entrepreneurship and Management.
|Ph.D (BUSINESS ADMINISTRATION)
|NASARAWA STATE UNIVERSITY
A CRITICAL EVALUATION OF THE RELATIONSHIP BETWEEN MARKET SEGMENTATION AND CONSUMER LOYALTY TO FAST MOVING CONSUMER GOODS F.M.C.G IN LAGOS STATE, NIGERIA
The changing and the increasingly more competitive market environment for the FCGM industry h as really posed some challenges to the performance of most organizations in Nigeria and recently resulted in some growing interest in market segmentation. This has called for the strategic marketing positioning and targeting of customers of Beverage firms in the FMCG industry in Nigeria. This paper seeks to assess the effects of market segmentation strategy on customers loyalty in the of beverage firms in the FMCG industry in Nigeria. The study took an empirical approach on the effects of demographic, geographic, psychographic and behavioural segmentations on customer loyalty. The study adopted descriptive survey design. The population of the study consists of consumers of beverages in Nigeria, while the sample size is made up of 313 consumers selected using accidental sampling technique. The study found out that that there is no significant relationship between demographic segmentation and customer loyalty; there is a significant relationship between geographic segmentation and customer loyalty r = 0.773, p less than 0.05 ; There is a significant positive relationship between psychographic segmentation and customer loyalty r = 0.591, p less than 0.05 ; There is a significant positive relationship between behavioural segmentation and customer loyalty r = 0. 494, p less than 0.05 . Based on these findings, the study concluded that market segmentation is a lead way to customer loyalty. Therefore, beverage firms are advised to design products that meet the needs of various segments of customers and also make strategic shifts to increase their share of the local market by producing smaller packaging sizes for products to appeal to lower-income segments.
OLUMOKO TAJUDEEN is a Professor at the Department of Marketing
OLUMOKO has a Ph.D in BUSINESS ADMINISTRATION from NASARAWA STATE UNIVERSITY