EFFECT OF MARKET SEGMENTATION ON THE PERFORMANCE OF CONFECTIONERY PRODUCTS IN KADUNA STATE, NIGERIA: A CASE STUDY OF MR. BIGGS, TUKUR-TUKUR BRANCH, ZARIA

ABSTRACT This study examined the effect of market segmentation on the performance of confectionery products in Kaduna State, Nigeria, using Mr. Biggs, Tukur-Tukur Branch, Zaria, as the case study. The study specifically investigated the effects of demographic, geographic, behavioural, and psychographic segmentation on the performance of confectionery products. A descriptive survey research design was adopted. The study population consisted of 160 respondents comprising staff and selected customers, while a sample size of 114 respondents was determined using the Yamane (1967) formula. Eighty (80) completed questionnaires were successfully retrieved and analysed using frequency tables and simple percentages. The findings revealed that demographic segmentation significantly influences the performance of confectionery products. Geographic segmentation was also found to positively affect product performance by enabling firms to satisfy location-specific consumer preferences. Furthermore, behavioural segmentation significantly improves customer satisfaction and purchasing behaviour, while psychographic segmentation enhances customer loyalty and market performance. The study concluded that effective market segmentation plays a significant role in improving the performance of confectionery products in Kaduna State. It recommended that management should strengthen demographic, geographic, behavioural, and psychographic segmentation strategies to better understand customer needs, improve marketing effectiveness, increase customer satisfaction, and enhance organizational performance.