MA 29 Effect of Market Segmentation on Customer Patronage of Unilever Products in Abuja FCT

Effect of Market Segmentation on Customer Patronage
of Unilever Products in Abuja FCT

Akyuz Murat, Ph.D,
Opusunju Michael Isaac Ph.D, 
Santeli Jiya Ndalo Ph.D,
Department of Business Administration
Nile University of Nigeria, Abuja-Nigeria

The study examined the effect of market segmentation on customer patronage of Unilever products in Abuja, FCT covering a period of 5 years from 2015-2019. The study adopted a survey research design with an infinite population of customers of Unilever Nigeria Plc in Abuja. The study used infinite sample size of 246 for customers of Unilever products in Abuja. 
The method of data collection used was questionnaire administered to the respondents. The statistical tool used is simple regression. The findings revealed that there is negative and significant effect of market segmentation on customer patronage of Unilever Plc products in Abuja. The study recommended that Unilever Nigeria Plc should design their products using demographical segmentation, geographical segmentation, psychographic segmentation but should stable the price of goods and services without differentiating the prices based on different segment that the product is
designed for. 

Keywords: Market Segmentation, Customer Patronage, Customer Loyalty
and Customer satisfaction


Akyuz, M., Opusunju, M. I., & Santeli, J. N. (2019, December). Effect of Market Segmentation on Customer Patronage of Unilever Products in Abuja FCT. International Journal of Scientific Research in Social Sciences and Management Studies IJCSIRD, 4(2), 221-240.

https://drive.google.com/open?id=1hEoArRTStlUdJCQ7hF-6RCxKuu8IkElD 

 

Comments

Post a Comment

Popular posts from this blog

MA 08 INCLUSIVE GROWTH AND ENTREPRENEURSHIP DEVELOPMENT IN NIGERIA

INCLUSIVE GROWTH AND ENTREPRENEURSHIP DEVELOPMENT IN NIGERIA MURAT, Akyuz   Department of Business Administration Nile University of Nigeria murat . akyuz @nileuniversity.edu.ng Opusunju, Michael Isaac opusunjumike@gmail.com Department of Business Administration Nasarawa State University, Keffi JIYA, Ndalo Santeli Department of Business Administration Nile University of Nigeria jiyasant@yahoo.com Abstract The study examines the impact of inclusive growth on entrepreneurship development in Nigeria. The problem is that government of Nigeria put on successive plan for entrepreneurship development in Nigeria yet there is high rate of unemployment and poverty and low gross domestic product in Nigeria. The research design is historical research design. The study used secondary source of information from Central Bank of Nigeria and National Bureau of Statistics as well as the entire population of Nigeria. The population of this study is 17878 benef...
Read more

MA 57 Experiencing Malaria Earlier Aggravates the COVID-19 Symptoms

Experiencing Malaria Earlier Aggravates the COVID-19 Symptoms Senol Dane Murat Akyuz     ABSTRACT Introduction: In the present study, the effects of the frequency of experienced malaria and flu/cold on the symptom severity in patients with COVID-19 were investigated. Materials and Method: Subjects were those who experienced COVID-19 and recovered. Eighty-one subjects were included in the study. All of them were voluntarily to participate in this study (51 men and 30 women). Out of 81 cases, 48 were expat and 33 were Nigerian. Data was collected by using an online survey. The survey was shared by using social media. Results: The number of symptoms and overall symptom severity were higher in people with 2 or more malaria than in people with 1 or zero malaria in the last year. However, there is no difference between people with 2 or more flu and people with 1 or zero flu. Conclusion: These results show that to have malaria disease before aggravates COVID-19 symptoms. Therefore, i...
Read more

MA 43 Monetary Policy Instruments and Economic Growth in Nigeria; Realities

 Monetary Policy Instruments and Economic Growth in Nigeria; Realities Hussaini Dakasku 1 Gylych Jelilov 1 Abdurrahman Isik 1 Murat Akyuz 2   1 Department of Economics, Nile University of Nigeria, Abuja, Nigeria 2 Department of Business Administration, Nile University of Nigeria, Abuja, Nigeria Abstract.  This study empirically explored the impact of monetary policy instruments on economic growth in Nigeria from the period 1986 to 2018. Autoregressive distributed lag model (ARDL) was employed for the long run and short run dynamic relationship between each of the policy variables; Money supply, Interest rate and Exchange rate, and the target variable; Gross domestic product. The estimated long run model shows that log of money supply has a positive impact on the log of GDP, Exchange rate in its current period is inversely related to the target variable, while its one period lag positively impacts the target variable. Also, the Interest rate in its current value exerts a p...
Read more