Market Segmentation and Productivity of Dulfil Products in Nigeria. Adekunle Ajasin University, Akungba-Akoko, Ondo State, Nigeria.

The study examines the influence of market segmentation on the productivity of Dufil Prima Foods products in Nigeria. Specifically, it investigates how demographic segmentation (age, gender, and income), geographic segmentation (location and region), and psychographic segmentation (lifestyle, interests, and preferences) affect sales performance. The study adopted a survey research design, with a population of 172 management staff and a sample size of 120 respondents determined using the Taro Yamane formula. Data were collected through structured questionnaires and analysed using descriptive and regression statistics with SPSS version 20. The findings revealed that demographic, geographic, and psychographic segmentation each had a statistically significant relationship with sales volume. The study concluded that combining these market segmentation strategies can improve sales and organisational productivity. It recommended that companies consider customers’ income, lifestyle, gender, and age when developing marketing strategies to meet the needs of different customer groups.