THE EFFECT OF DIVERSIFICATION ON CUSTOMER PATRONAGE OF CONSUMABLE GOODS (A CASE STUDY OF NESTLÉ NIGERIA PLC, ILORIN)
Abstract
ABSTRACT
This study examines the effect of diversification on customer patronage in the consumable goods sector, using Nestlé Nigeria Plc in Ilorin as a case study. It explores how product, market, and technological diversification influence customer purchase frequency, loyalty, and satisfaction. A total of 384 respondents were surveyed using a structured questionnaire, and data were analyzed through descriptive and inferential statistics, including linear regression analysis. The findings reveal that product diversification enhances purchase frequency, market diversification strengthens customer loyalty, and technological diversification improves customer satisfaction. The study concludes that strategic diversification is essential for boosting customer patronage and sustaining competitive advantage in Nigeria’s fast-moving consumer goods industry, offering valuable insights for corporate managers, policymakers, and future researchers.
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