Overall customer satisfaction and demographic characteristics of retail consumers in Oyo State
by Oluranti Olukemi Sangodoyin; Khulekani Sibanda
EuroMed J. of Management (EMJM), Vol. 6, No. 2, 2024

Abstract: This study investigates the relationship between demographic characteristics and customer satisfaction in the retail sector of Oyo State. Surveys were conducted to evaluate satisfaction levels and collect demographic data. The statistical analyses, which encompassed correlation, regression, and ANOVA, revealed fascinating insights. There was a direct relationship between age and satisfaction, suggesting that age has an impact on consumer contentment. The dynamics of gender displayed subtle complexities, as certain groups demonstrated slightly lower levels of satisfaction. Satisfaction exhibited a positive correlation with income, highlighting the influence of economic factors. The study uncovered an intricate correlation, suggesting that one's educational history can impact perceptions of the retail industry. The occupation exhibited notable disparities in satisfaction, necessitating additional scrutiny. The multiple regression models emphasised the combined influence of demographic variables. Businesses should consider implementing personalised marketing strategies, offering flexible pricing options, and developing occupation-specific initiatives as part of their recommendations. This study provides valuable insights for academic discourse and practical applications, serving as a basis for businesses to improve their strategies and increase customer satisfaction in the face of market dynamics. By prioritising adaptability and actively engaging with the community, businesses can foster long-lasting satisfaction and loyalty among various consumer segments.

Online publication date: Thu, 25-Jul-2024

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