INTRODUCTION Market segmentation is the process of dividing a target market into accessible, meaningful groups (Gruca&Rego, 2020). As customer behavior and business environments evolve, firms must segment markets based on customer traits to stay competitive (Efemena, Kabiru&Shuaibu, 2022). This strategy enhances sales by allowing efficient and profitable service delivery to specific segments. METHODOLOGY Research Design A descriptive study design was used by the researcher. Population of the Study The population of the study comprises of all the entire customers of CWAY Foods and Beverages, Ilaro, Ogun state. The population is said to be infinite. Sample and Sampling Techniques Using Cochran’s (1977) formula for infinite populations, the researcher calculated a statistically reliable sample size based on a 10% population proportion, 90% confidence level, and 0.01 margin of error. SS = [Z2pq)] e2 Key Interpretations: Where, • SS = Sample size Z = From the z-table, we have the value of confidence level, that is 1.29 by applying given data in the formula: SS= (1.29)2×0.10×(1−0.10) 0.12 SS= (1.29)2×0.9 =120 0.12 = 120 The researcher obtained a sample size of One Hundred and Twenty (120) from the infinite population. RESULTS Table 2: Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .652a .602 .179 .34901 a. Predictors: (Constant), geographic, demographic, behavioural, psychological. Table 2 reveals that the independent variables—geographic, demographic, behavioural, and psychographic factors—account for 60.2% of the variation in customer patronage (Adjusted R² = 0.602), while the remaining 39.8% is influenced by other unexplained factors CONCLUSION AND RECOMMENDATION The study’s first objective found that increased geographic segmentation leads to greater customer patronage. The second showed a positive and significant relationship between demographic segmentation and patronage.
Siyanbola Funmilayo.M., Babalola Atinuke. M.