A Review of Consumer Data Analytics in FMCG Retailing: A Case Study in Zamfara State
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Consumer data analytics has transformed the fast-moving consumer goods (FMCG) retailing sector by providing insights into purchasing patterns, preferences, and market trends. Leveraging data analytics enables retailers to personalize marketing efforts, optimize inventory, and improve customer satisfaction. In Nigeria, the FMCG sector represents a significant portion of the economy, with retailing serving as a critical link in the supply chain.
In Zamfara State, where traditional retail methods dominate, the adoption of consumer data analytics is gradually gaining momentum. According to Adeyemi and Usman (2023), retailers that utilize analytics report improved operational efficiency and customer loyalty. However, challenges such as limited technological infrastructure and insufficient analytics expertise hinder widespread adoption.
Statement of the Problem
Despite the potential of consumer data analytics in driving growth in the FMCG retail sector, its adoption remains limited in Zamfara State. Retailers face barriers such as lack of access to advanced analytics tools, inadequate training, and resistance to change. These issues impede their ability to capitalize on consumer insights for strategic decision-making.
Okonkwo and Musa (2024) observed that retailers failing to implement data-driven strategies often struggle with inefficiencies and reduced competitiveness. This study reviews the use of consumer data analytics in FMCG retailing in Zamfara State, exploring its impact and challenges.
Objectives of the Study
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To assess the adoption level of consumer data analytics in FMCG retailing in Zamfara State.
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To evaluate the impact of consumer data analytics on retail performance and customer satisfaction.
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To identify barriers to the adoption of consumer data analytics in the FMCG sector.
Research Questions
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How widely is consumer data analytics adopted in FMCG retailing in Zamfara State?
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What impact does consumer data analytics have on retail performance and customer satisfaction?
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What are the barriers to adopting consumer data analytics in the FMCG sector?
Research Hypotheses
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Consumer data analytics is not significantly adopted in FMCG retailing in Zamfara State.
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Consumer data analytics does not significantly improve retail performance and customer satisfaction.
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Barriers do not significantly hinder the adoption of consumer data analytics in FMCG retailing.
Scope and Limitations of the Study
The study focuses on FMCG retailers in Zamfara State, evaluating their use of consumer data analytics. Limitations include potential inconsistencies in data collection practices and variations in analytics tool usage.
Definitions of Terms
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Consumer Data Analytics: The process of analyzing customer-related data to gain insights into behavior and preferences.
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FMCG: Fast-moving consumer goods, typically low-cost products with high turnover rates.
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Retailing: The sale of goods to consumers for personal use.
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