Assessing How Marketing Mix Strategies Drive Customer Buying Patterns in Kaura Namoda Markets, Zamfara State, Nigeria

Abstract

This work examined how despite the importance of marketing mix elements, many traders in Kaura Namoda continue to rely on informal and uncoordinated practices. This has led to product shortages, inconsistent distribution, limited promotional activities, and weak customer retention, thereby restricting market growth and competitiveness. The study specifically aimed to (i) evaluate the influence of distribution strategies on customers’ buying behaviour, and (ii) assess the effect of promotional activities on customers’ patronage and loyalty in Kaura Namoda markets. The study adopted a survey research design, collecting data from traders and consumers in Kaura Namoda markets using structured questionnaires. Descriptive statistics and regression analysis were employed to examine the relationships between distribution strategies, promotional activities, and consumer behaviour. Findings revealed that distribution strategies have a positive and significant influence on customers’ buying behaviour. Products that are easily accessible and consistently available encourage higher purchase frequency and stronger patronage. Similarly, promotional activities such as discounts, bonuses, advertising, and personal selling were found to significantly influence both short-term patronage and long-term customer loyalty. The study recommends that traders in Kaura Namoda should widen distribution channels to ensure steady product availability in both urban and rural markets for greater customer convenience and that marketing campaigns should use local radio, community events, social media, and personal selling to strengthen customer trust and loyalty.