Title: Overall customer satisfaction and demographic characteristics of retail consumers in Oyo State

Authors: Oluranti Olukemi Sangodoyin; Khulekani Sibanda

Addresses: First Technical University, Ibadan km 11, Lagos-Ibadan Expressway, Nigeria; University of South Africa, Building 14, Sunnyside Campas, Cnr Justice Mahomed & Steve Biko, Pretoria, South Africa ' First Technical University, Ibadan km 11, Lagos-Ibadan Expressway, Nigeria; University of South Africa, Building 14, Sunnyside Campas, Cnr Justice Mahomed & Steve Biko, Pretoria, South Africa

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.

Keywords: customer satisfaction; demographic characteristics; retail consumers; retail industry.

DOI: 10.1504/EMJM.2024.140151

EuroMed Journal of Management, 2024 Vol.6 No.2, pp.172 - 185

Received: 24 Oct 2023
Accepted: 09 Jan 2024
Published online: 25 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article