Geographic Segmentation and Marketing Performance of Roofing and Ceiling Manufacturing Firms in Bayeslsa State, Nigeria

Abstract

This study focused on the relationship between geographic segmentation and marketing performance of roofing and ceiling manufacturing firms in Bayelsa State, Nigeria. This study employed cross-sectional design. The population were three hundred, and forty-six (346) participants, comprising owners, managers, supervisors, foremen, technical and other administrative/support staff of 11 roofing and ceiling manufacturing firms. The primary data were collected through well-structured questionnaire. Pilot study, confirmatory factor analysis and Cronbach Alpha were conducted to validate the instruments used in this study. Partial Least Squares Structural Equation Modelling (PLS-SEM) with the aid of SmartPLS software was employed to test the hypotheses. The study revealed that geographic segmentation significantly and not significantly relates with the measures of marketing performance. From the findings of the study, the study concluded that geographic segmentation significantly and not significantly relates to the measures of marketing performance. Based on the findings, the study recommended amongst others that geographic segmentation should be paid attention on as most participants believe that it does enables roofing and ceiling manufacturing firms in Bayelsa State to identify and respond to customer location, preferences, and purchasing patterns via positive customer acquisition and customer retention growth.