The Effect of Business Location on Sales Performance: A Case Study of Mini-Marts in Kebbi State
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Background of the Study
The location of a business is one of the key determinants of its success, particularly in retail sectors like mini-marts. Factors such as foot traffic, accessibility, proximity to competitors, and the socioeconomic characteristics of the surrounding area can significantly influence sales performance (Babatunde & Oyekunle, 2023). In Kebbi State, mini-marts are gaining popularity due to the growing urbanization and demand for convenience shopping. However, the relationship between the specific location of a mini-mart and its sales performance remains under-researched.
This study aims to evaluate how the location of mini-marts in Kebbi State affects their sales performance. It will explore the role of physical proximity to key customer groups, transport hubs, and competitors in driving sales and customer traffic to mini-marts.
Statement of the Problem
Despite the increasing number of mini-marts in Kebbi State, many businesses in this sector are struggling to achieve optimal sales performance. One potential reason for this underperformance could be the strategic positioning of the business within the local market. While location is often cited as a crucial factor in retail success, there is insufficient empirical evidence to support the direct impact of location on the sales performance of mini-marts in Kebbi State.
Objectives of the Study
- To determine how the location of mini-marts in Kebbi State affects their sales performance.
- To assess the influence of factors such as customer proximity, transportation, and competition on sales.
- To recommend location strategies for improving the sales performance of mini-marts in Kebbi State.
Research Questions
- How does the location of a mini-mart affect its sales performance in Kebbi State?
- What location-related factors influence the sales performance of mini-marts in Kebbi State?
- What strategies can mini-mart owners adopt to optimize their location for better sales performance?
Research Hypotheses
- H0: The location of a mini-mart does not significantly affect its sales performance.
- H0: Proximity to customer groups and accessibility do not significantly influence sales performance.
- H0: Competition from nearby stores does not significantly impact mini-mart sales.
Scope and Limitations of the Study
This study focuses on mini-marts in Kebbi State and assesses the effect of their location on sales performance. Limitations include possible variations in store size and management practices, which could influence sales outcomes.
Definitions of Terms
- Mini-Mart: A small retail store that offers a variety of everyday products, typically located in residential or commercial areas for convenience.
- Sales Performance: The volume of sales or revenue generated by a business within a given period.
- Business Location: The geographical area or site where a business operates, influencing its accessibility and proximity to customers.
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