{"id":178,"date":"2024-08-23T21:36:32","date_gmt":"2024-08-23T21:36:32","guid":{"rendered":"https:\/\/ijeti.uniben.edu\/?p=178"},"modified":"2024-08-23T21:36:32","modified_gmt":"2024-08-23T21:36:32","slug":"demographic-market-segmentation-and-marketing-performance-of-fast-food-companies-in-yenagoa-bayelsa-state","status":"publish","type":"post","link":"https:\/\/ijeti.uniben.edu\/index.php\/2024\/08\/23\/demographic-market-segmentation-and-marketing-performance-of-fast-food-companies-in-yenagoa-bayelsa-state\/","title":{"rendered":"DEMOGRAPHIC MARKET SEGMENTATION AND MARKETING PERFORMANCE OF FAST FOOD COMPANIES IN YENAGOA, BAYELSA STATE"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Dr Simeon Baratuaipere<\/strong><strong><sup><strong><sup>1<\/sup><\/strong><\/sup><\/strong><strong>, Dr Wilson Florence Ebitimi<\/strong><strong><sup><strong><sup>2<\/sup><\/strong><\/sup><\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><sup><strong><sup>1<\/sup><\/strong><\/sup><\/strong>Faculty of Management Sciences, Department of Marketing, Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria<strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><sup><strong><sup>2<\/sup><\/strong><\/sup><\/strong>Faculty of Management Sciences, Department of Marketing\/Entrepreneurship and Procurement, Federal University of Otueke, Bayelsa State, Nigeria<strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Abstract<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The study investigated the relationship between demographic market segmentation orientation and marketing performance of fast food companies in Yenagoa, Bayelsa State. The study adopted a cross-sectional survey research with explanatory research design. The population of the study comprised six (6) fast food firms operating in Yenagoa metropolis. The population was studied as a census investigation. However, two managers; branch and marketing managers were used for the study in each company making up a total of 12 respondents. Twelve copies of the questionnaire were distributed to the respondents and ten copies were deployed for analysis after coding and editing. The study employed both descriptive and inferential statistics to analyze the study. These were added with the statistical package for social sciences (SPSS) version 25.0. The findings of the study are that demographic segmentation has positive and significant relationship with the measures of marketing performance; customer retention exploration in a context specific of fast food marketing s in Yenagoa, Bayelsa State. The study concludes that, demographic market segmentation orientation significantly enhances marketing performance of fast food marketing s in Yenagoa. We therefore recommend that, the fast food industry players in Yenagoa should operationalize both demographic and geographic dimensions of market segmentation in Yenagoa Bayelsa State. This should be supported by optional resource utilization.<\/em><em><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key Words: <\/strong>Market Segmentation, Demographic Segmentation, Marketing Performance, Customer Retention.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/ijeti.uniben.edu\/wp-content\/uploads\/2024\/08\/INTERNATIONAL-JOURNAL-OF-ENTREPRENEURSHIP-IJETI-VOL.1-NO.1-JUNE-2024_060227-218-229.pdf\">Download Article<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dr Simeon Baratuaipere1, Dr Wilson Florence Ebitimi2 1Faculty of Management Sciences, Department of Marketing, Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria 2Faculty of Management Sciences, Department of Marketing\/Entrepreneurship and Procurement, Federal University of Otueke, Bayelsa State, Nigeria Abstract The study investigated the relationship between demographic market segmentation orientation and marketing performance of fast food [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-178","post","type-post","status-publish","format-standard","hentry","category-vol-1-issue-1-june-2024"],"_links":{"self":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/178","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/comments?post=178"}],"version-history":[{"count":1,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/178\/revisions"}],"predecessor-version":[{"id":179,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/178\/revisions\/179"}],"wp:attachment":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/media?parent=178"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/categories?post=178"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/tags?post=178"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}