EFFECT OF E-PAYMENT SYSTEM ON ACHIEVING MARKET SHARE IN RETAIL MARKETING: A CASE STUDY OF SUFI HYPER MARKET ZOO ROAD, KANO

ABSTRACT This study examines the effect of e-payment systems on achieving market share in retail marketing, with a case study of Sufi Hyper Market, located on Zoo Road, Kano. The rapid growth of digital financial technologies has transformed the retail sector, making electronic payment systems such as Point of Sale (POS), mobile banking, debit/credit cards, and online transfers essential tools for business competitiveness and customer satisfaction. This research investigates how the adoption of e-payment systems influences customer patronage, sales volume, operational efficiency, and overall market share. The study adopts a descriptive survey research design. Data were collected through structured questionnaires administered to customers and staff of Sufi Hyper Market. The findings reveal that the implementation of e-payment systems significantly improves transaction speed, reduces cash-handling risks, enhances customer convenience, and increases repeat purchases. Furthermore, the availability of multiple payment options positively impacts customer preference and loyalty, thereby contributing to increased market share. The study concludes that effective adoption and management of e-payment systems play a crucial role in strengthening competitive advantage in the retail sector. It recommends that retail businesses invest in reliable digital payment infrastructure, ensure system security, and provide continuous staff training to maximize the benefits of e-payment systems in achieving sustainable market growth.