Impact of Marketing Mix Elements on Customers’ Buying Behaviour in Markets Within Zamfara North

Abstract

Marketing is a key driver of consumer satisfaction and business growth, as it enables firms to strategically align their offerings with customer needs. However, in many local markets across Nigeria, including Kaura Namoda in Zamfara North, traders continue to rely heavily on informal and traditional selling practices. This has resulted in issues such as inconsistent product quality, arbitrary pricing, minimal promotional efforts, and weak distribution systems, thereby limiting the role of the marketing mix in influencing consumer behaviour. The objective of this study was to examine the impact of marketing mix elements on customers’ buying behaviour in Kaura Namoda markets, with a specific focus on product attributes (quality, variety, and packaging) and pricing strategies. The research employed a survey design, collecting data from customers in major markets within Zamfara North. Both descriptive and simple linear regression were applied to analyse the relationship between marketing mix variables and consumer buying behaviour. Findings indicate that product quality, variety, and attractive packaging significantly influence customers’ buying decisions, while fair and consistent pricing strategies foster trust and encourage repeat patronage. The study recommends that, traders should enhance product quality, diversify offerings, and maintain sufficient stock to satisfy varying customer needs and that, Sellers should adopt customer-friendly pricing strategies such as discounts, bulk-purchase incentives, and loyalty rewards to boost sales and retention.