AN APPRAISAL OF LOCATION-BASED MARKETING ON FOOT TRAFFIC: A STUDY OF A RESTAURANT CHAIN IN KANO, NIGERIA.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
Location-based marketing utilizes geolocation data to deliver targeted advertisements and promotions to potential customers based on their physical location. For restaurant chains in Kano, this approach is particularly significant as it can drive foot traffic by reaching consumers when they are near a dining venue. This study examines how location-based marketing campaigns influence consumer behavior, focusing on mobile notifications, geo-targeted offers, and proximity-based social media advertisements (Ibrahim, 2023). Restaurants in Kano are increasingly adopting these strategies to attract local diners, boost sales during off-peak hours, and build a loyal customer base. The integration of advanced analytics and real-time data helps restaurants to optimize marketing efforts and personalize offers. However, challenges such as privacy concerns, data accuracy, and the need for continuous technological updates remain prevalent. By critically assessing these dynamics, the research aims to offer insights into the effectiveness of location-based marketing in driving physical customer visits, ultimately contributing to improved marketing strategies for restaurant chains in competitive urban markets (Suleiman, 2024). The study also explores consumer perceptions of such targeted campaigns and the overall impact on brand reputation and customer engagement (Adebayo, 2025).
Statement of the problem:
Despite the promising potential of location-based marketing, restaurant chains in Kano face difficulties in translating digital campaigns into increased foot traffic. Issues such as inaccurate geolocation data, privacy concerns, and the high cost of maintaining up-to-date technological infrastructure hinder effective campaign execution (Ibrahim, 2023). Furthermore, there is a lack of clear metrics to measure the direct impact of these strategies on customer visits and sales performance. The study aims to bridge this gap by evaluating the effectiveness of location-based marketing in driving foot traffic and by identifying the barriers that limit its success (Suleiman, 2024).
Objectives of the study:
To assess the impact of location-based marketing on foot traffic.
To identify challenges in implementing location-based marketing strategies.
To propose strategies for optimizing location-based marketing for restaurant chains.
Research questions:
How does location-based marketing influence consumer foot traffic in restaurant chains?
What are the main challenges in deploying location-based marketing strategies in Kano?
Which optimization strategies can enhance the effectiveness of location-based marketing campaigns?
Significance of the study:
This study is significant for restaurant chains in Kano as it offers a detailed analysis of location-based marketing’s effectiveness in increasing foot traffic. The findings will assist marketers in refining geo-targeted campaigns, leading to better customer engagement, higher sales, and improved brand presence. The study contributes to both academic research and practical applications in digital marketing (Adebayo, 2025).
Scope and limitations of the study:
The study is limited to analyzing location-based marketing strategies for a restaurant chain in Kano, Nigeria, focusing exclusively on their impact on foot traffic. Other aspects of digital marketing are beyond its scope.
Definitions of terms:
Location-Based Marketing: Advertising strategies that target consumers based on their geographic location.
Foot Traffic: The number of people entering a physical store or restaurant.
Geo-targeted Offers: Promotions delivered to consumers based on their specific location.
Related Project Materials
THE STUDY OF PROPERTIES OF BRIQUETTE PRODUCED FROM GROUNDNUT SHELL COAL BLEND
Abstract
This study examined the properties of briquette produced from groundnut shell coal blend. A briquette is refer...
An assessment of global counterterrorism policies and their domestic repercussions: A case study of Nigeria in Kano State
Background of the Study:
Global counterterrorism policies have significantly influenced national security strategies across the world. In...
The Effect of Income Changes on Aggregate Demand and GDP in Nigeria
Background of the Study
Aggregate demand is the total demand for goods and services within an economy and is largely influ...
AN ANALYSIS OF HIV RISK PRACTICES AMONGST WOMEN OF CHILD-BEARING AGE
ABSTRACT
The study investigated and analyzed the HIV risk practices amongst women of child-bearing age...
PHYTOCHEMICAL, ANTIHYPERTENSIVE AND ANTIMICROBIAL STUDIES ON THE STEM BARK EXTRACT OF STEREOSPERMUM KUNTHIANUM CHAM (BIGNONIACEAE)
Abstract
Stereospermum kunthianum (Family: Bignoniaceae) plant is used in Hausa ethnomedicine in treating bronchitis, veneral diseases, d...
THE EFFECT OF MOBILE LIBRARY SERVICES ON LITERACY DEVELOPMENT IN RURAL COMMUNITIES
Background of the Study
Mobile library services have emerged as an innovative solution to overcome geographical barriers an...
THE ROLE OF EDUCATION IN ENSURING GENDER EQUALITY AND IT'S EFFECT IN THE SOCIETY
ABSTRACT
The main thrust of the study was to examine the role of education in ensuring gender equality...
An Evaluation of the Local Government's Approach to Conflict Resolution in Rural Areas in Ilorin East Local Government Area, Kwara State
Chapter One: Introduction
1.1 Background of the Study
Conflict is a persistent issue in many...
An assessment of Bukola Saraki’s role in anti-graft legislation in Kwara
Background of the Study
Bukola Saraki, who served as the President of the Nigerian Senate from 2015 to 2019, was an influen...
An appraisal of the impact of campaign finance on electoral success in Damboa Local Government Area, Borno State
Background of the Study
Campaign finance has become a crucial factor in determining the success or failure of candidates in...
