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  •  Chapter One Below


Effect of Marketing Strategies on Consumer Buying Behavior (A Case Study of Kamare, Ilorin)

Chapter One


This study investigated the influence of marketing strategies on consumer buying behaviour, focusing on the Kamare market, which is located in Kwara State, Iliron. A quantitative survey research design was adopted and a structured questionnaire was used to gather data from 120 respondents. SPSS27 was employed for data presentation and analysis. Utilizing a t-test to examine stated hypotheses, the research examined demographic factors, consumer awareness, preferences, and the impact of exclusive deals and promotions on purchasing decisions. In terms of demographics, the majority of respondents fell within the 25-34 age group, constituting 51%, with a balanced representation across genders. The educational backgrounds were diverse, with 45.2% holding Bachelor’s degrees and 31.7% possessing Master’s degrees. The findings revealed varying degrees of agreement among respondents regarding the effectiveness of marketing strategies in communication, brand perception, and influencing purchasing decisions. Despite a predominant agreement on the impact of marketing strategies on consumer behavior, a minority expressed uncertainty or disagreement, highlighting the diversity of perspectives within the sample. The t-test results across dimensions of consumer awareness, preferences, and influence on purchasing decisions rejected the null hypotheses, affirming the substantial impact and relationships between marketing strategies and consumer behavior in the Kamare market. Further, the study recommends tailoring marketing strategies to the 25-34 age group, promoting gender-inclusive campaigns, emphasizing personalized appeals, and fostering continuous monitoring of consumer sentiments for adaptive marketing approaches. In conclusion, this study contributes to a nuanced understanding of how marketing strategies resonate with the diverse demographic and psychographic characteristics of consumers in the Kamare market. The findings underscore the importance of aligning marketing efforts with the unique preferences and perceptions of the target audience. Policymakers can benefit from insights into education-related considerations, gender inclusivity, and the need for adaptive regulations. For future research, longitudinal analyses, cross-cultural comparisons, and investigations into the role of emerging technologies present promising avenues to further enrich our understanding of consumer behavior in evolving markets.




 Background to the Study

In the rapidly evolving landscape of contemporary business, the success of any organization is inherently linked to its comprehension of consumer behavior and the efficacy of its marketing strategies (Gupta & Gentry, 2019). The realm of marketing has undergone substantial transformations, responding to shifts in technology, globalization, and socio-economic variables (Hashmi et al., 2019). Within this evolution, a pivotal aspect necessitating exploration is the examination of how marketing strategies wield influence over consumer buying behavior. This research undertakes a comprehensive exploration of this intricate relationship, centering its focus on the city of Ilorin, specifically within the dynamic market of Kamare, to unravel the dynamics that govern the interplay between marketing strategies and consumer choices.

The contemporary business environment demands a nuanced understanding of consumer behavior, as well as the adaptability of marketing strategies to stay relevant and effective (Helm et al., 2020; Hu & Chaudhry, 2020; Huang, 2021). The metamorphosis of consumer preferences, driven by technological advancements and globalization, necessitates a continual evolution of marketing approaches to engage effectively with target audiences (Hudson et al., 2019; Islam et al., 2021). As consumers become more discerning and technologically adept, crafting marketing strategies that align with their evolving preferences and motivations becomes paramount. The convergence of traditional and modern elements within markets, exemplified by the coexistence in Ilorin’s Kamare, adds layers of complexity to the study of consumer behavior.

The advent of e-commerce and live streaming has introduced novel dimensions to the consumer experience, requiring businesses to recalibrate their strategies to navigate this changing landscape (Karim et al., 2021; Kharif & Townsend, 2020). The fusion of traditional and digital commerce in Ilorin’s Kamare market provides an intriguing backdrop for examining consumer behavior, given the diverse influences shaping purchasing decisions (Lakhan, 2021; Lee & Chen, 2021). Consequently, understanding consumer choices in this context becomes not only a business imperative but also an intellectually stimulating endeavor.

The Kamare market in Ilorin presents a microcosm of the broader consumer landscape, encapsulating both traditional and contemporary elements (Li, 2021; Liu et al., 2020). This duality offers a unique lens through which to explore consumer behavior, taking into account cultural nuances, historical influences, and the impact of modern technology (Luo et al., 2020). The study aims to unravel the dynamics at play within this market, dissecting the factors that sway consumer choices and examining how marketing strategies interface with these dynamics.

Statement of Problem

Despite the growing body of literature on the interplay between marketing strategies and consumer behavior, there exists a notable gap in understanding the specific dynamics within the Kamare market in Ilorin. While studies have explored the influence of marketing strategies on consumer choices in various contexts (Guo et al., 2017; Gupta & Gentry, 2019), there is a dearth of research focusing on the unique characteristics and factors shaping consumer behavior within the distinct cultural and economic landscape of Kamare.

In the context of Ilorin’s Kamare market, characterized by a blend of traditional and modern elements, the existing research fails to provide a comprehensive analysis of the factors influencing consumer choices. The traditional market dynamics, coupled with the emerging impact of e-commerce and live streaming, create a complex consumer environment that demands specific attention (Hudson et al., 2019; Islam et al., 2021). Existing studies often generalize findings from more global perspectives, overlooking the nuanced influences that operate within this specific market.

Moreover, the rapid technological advancements and the integration of e-commerce and live streaming in Ilorin’s Kamare market introduce novel variables that remain largely unexplored. Previous research has primarily focused on broad trends in consumer behavior without delving into the intricacies of how emerging technologies influence decision-making processes in this particular setting (Lee & Chen, 2021). As the Kamare market undergoes this transition, understanding the impact of these technological shifts on consumer choices becomes crucial for businesses aiming to tailor their marketing strategies effectively.

Furthermore, the literature lacks a granular examination of the effectiveness of various marketing strategies employed within Kamare. While general principles of marketing may apply broadly, the unique socio-economic and cultural context of Kamare necessitates a more nuanced understanding of which strategies are most effective in influencing consumer behavior (Luo et al., 2020; Ma, 2021).

Therefore, this study seeks to address these gaps by providing a detailed exploration of the factors influencing consumer choices in Ilorin’s Kamare market, examining the specific impact of emerging technologies, and assessing the effectiveness of diverse marketing strategies within this unique context. Through this investigation, the research aims to contribute valuable insights that businesses can leverage to tailor their approaches more effectively within the distinct market dynamics of Kamare.

Research Questions

To guide the study effectively, three research questions have been formulated:

  1. How do marketing strategies impact consumer awareness and perception in the Kamare market?
  2. What is the relationship between marketing strategies and consumer preferences in Kamare, Ilorin?
  3. To what extent do marketing strategies influence the purchasing decisions of consumers in Kamare?

Research Objectives

The primary objectives of this research are:

  1. To analyze the impact of marketing strategies on consumer awareness and perception in the Kamare market.
  2. To determine the relationship between marketing strategies and consumer preferences in Kamare, Ilorin.
  3. To assess the extent to which marketing strategies influence the purchasing decisions of consumers in Kamare.

 Research Hypotheses

Based on the research objectives, the following hypotheses have been formulated:

Null Hypotheses(H0)

  1. There is no significant impact of marketing strategies on consumer awareness and perception in the Kamare market.
  2. There is no significant relationship between marketing strategies and consumer preferences in Kamare, Ilorin.
  3. Marketing strategies do not significantly influence the purchasing decisions of consumers in Kamare.

Alternative Hypotheses(H1):

  1. There is a significant impact of marketing strategies on consumer awareness and perception in the Kamare market.
  2. There is a significant relationship between marketing strategies and consumer preferences in Kamare, Ilorin.
  3. Marketing strategies significantly influence the purchasing decisions of consumers in Kamare.

Significance of the Study

This research holds considerable significance for a diverse range of stakeholders, including businesses operating in Kamare, policymakers, and the academic research community. For businesses, delving into the intricacies of consumer behavior in Kamare promises valuable insights to inform the adaptation and refinement of marketing strategies, aligning them more closely with the preferences and behaviors of the local population. This tailored approach, informed by localized insights, is crucial for enhancing market penetration and sustaining competitiveness within the unique dynamics of Kamare.

Policymakers also stand to benefit from the outcomes of this study as it provides a nuanced understanding of the factors influencing consumer behavior in the Kamare market. The findings can serve as a foundational basis for crafting regulations and policies that create an environment conducive to business growth and innovation. Policymakers can leverage these insights to strike a balance between fostering economic development and safeguarding consumer interests within the local market context.

Furthermore, the academic community and researchers can leverage the outcomes of this study to contribute substantively to the broader discourse on marketing and consumer behavior. By building upon the nuanced insights garnered from the Kamare market, researchers can enrich existing academic literature and develop a deeper understanding of the evolving dynamics in consumer behavior, particularly in markets characterized by a blend of traditional and modern elements. This study, thus, provides a valuable foundation for future research endeavors, contributing to the continual evolution of theories and frameworks within the realm of marketing and consumer behavior.

Scope of the Study

The research focuses specifically on the Kamare market in Ilorin. Kamare, known for its unique blend of cultural and economic dynamics, provides a microcosm for studying the impact of marketing strategies on consumer behavior. The scope encompasses various types of businesses operating in Kamare, including retailers, service providers, and other market participants.


The study employed a quantitative research approach to establish relationships among key variables. The key variables include marketing strategies, consumer awareness, consumer perception, consumer preferences, and purchasing decisions. Linear equation was formulated to represent the relationships between these variables in line with the research objectives.

‘X'(Independent variable) represents marketing strategies and ‘Y’ represents consumer awareness(Dependent variable, the relationship was operationalized as follows:


Where ‘a’ and ‘b’ are coefficients that quantify the impact of marketing strategies on consumer awareness.

Operational Definition of Terms

To ensure clarity and precision in communication, the following terms are defined within the context of this study:

Marketing Strategies: Planned, systematic activities designed to promote goods or services, including advertising, promotions, and branding efforts.

Consumer Awareness: The level of recognition and understanding among consumers regarding a product, brand, or service.

Consumer Perception: The subjective interpretation consumers give to a product, brand, or service, influenced by personal beliefs, attitudes, and experiences.

Consumer Preferences: The particular choices and selections made by consumers based on individual tastes, preferences, and priorities.

Purchasing Decisions: The process through which consumers choose and buy products or services, influenced by factors such as price, quality, and brand reputation.

Quantitative Research Approach: A research method that involves the collection and analysis of numerical data to understand and explain phenomena.

Linear Equations: Mathematical expressions representing the relationships between variables in a linear fashion, aiding in quantifying these relationships.



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