A Critical Analysis of Customer Purchase Behavior Analytics in E-Commerce Platforms: A Study of Online Businesses in Kebbi State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
The rise of e-commerce platforms has revolutionized the retail landscape, enabling businesses to cater to diverse customer bases through digital channels. Understanding customer purchase behavior is critical for online businesses to develop personalized marketing strategies, optimize inventory management, and improve user experience (Afolabi & Hassan, 2024). Customer purchase behavior analytics leverages tools such as clickstream data, purchase history, and browsing patterns to predict and influence consumer decisions.
In Kebbi State, where e-commerce adoption is gradually increasing, online businesses face challenges in interpreting customer behavior due to limited access to advanced analytics tools and fragmented data sources. This study critically analyzes the role of customer purchase behavior analytics in improving e-commerce outcomes, focusing on online businesses in Kebbi State.
Statement of the Problem
Despite the increasing adoption of e-commerce in Nigeria, many businesses in Kebbi State struggle to utilize customer purchase behavior analytics effectively. Factors such as inadequate technological infrastructure, lack of skilled personnel, and data privacy concerns limit the adoption of these tools (Usman & Ibrahim, 2025).
While studies have explored customer behavior analytics globally, there is limited research on its application in the unique socio-economic context of Kebbi State. This gap highlights the need for a critical analysis of the impact and challenges of using analytics to understand customer purchase behavior in this region.
Objectives of the Study
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To evaluate the adoption and use of customer purchase behavior analytics by e-commerce platforms in Kebbi State.
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To analyze the impact of customer purchase behavior analytics on sales and customer retention.
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To identify the challenges faced by online businesses in Kebbi State in implementing customer behavior analytics.
Research Questions
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How widely are customer purchase behavior analytics tools adopted by e-commerce platforms in Kebbi State?
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What impact does customer purchase behavior analytics have on sales performance and customer retention?
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What challenges hinder the effective implementation of customer purchase behavior analytics in Kebbi State?
Research Hypotheses
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Customer purchase behavior analytics has no significant impact on sales performance in e-commerce platforms.
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The adoption of customer purchase behavior analytics does not significantly enhance customer retention.
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Addressing challenges has no significant effect on the successful implementation of customer purchase behavior analytics.
Scope and Limitations of the Study
The study focuses on e-commerce platforms operating in Kebbi State and their use of customer purchase behavior analytics. Limitations include access to data from e-commerce businesses, variability in the analytics tools used, and limited generalizability to larger markets.
Definitions of Terms
Customer Purchase Behavior Analytics: The use of data to analyze and predict customer purchasing patterns.
E-Commerce Platforms: Online marketplaces or websites where goods and services are bought and sold.
Sales Performance: Metrics used to evaluate the success of a business's revenue-generating activities.
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