The potential and prospects for enabling small area geodemographics and geomarketing in developing countries: a case study on Nigeria

Allo, Nicholas Babatope (2012) The potential and prospects for enabling small area geodemographics and geomarketing in developing countries: a case study on Nigeria. (PhD thesis), Kingston University,


Identifying what can be considered as 'prospects and potentials' for small-area geodemographics and also geomarketing in a developing country like Nigeria, prompts the need to raise several deep searching questions, many of which this study attempts to answer as best possible. Also, the study of geodemography and geomarketing, its approaches and procedures in Britain, when contrasted against what exists in Nigeria reveals: coarse spatial resolutions for data, societal or self imposed restrictions with regards data access and also a Jacking or an inaccurate collection of spatial geographies (digital boundaries) and population information, all of which makes geodemography and geomarketing near impossible in a country like Nigeria. Responding to questions from within this study, attention is directed towards the derivation of geographic and topographic features extracted from satellite imagery as an easily accessible source for data. In addition, focus is drawn to the approach of dasymetric mapping, which is adopted as a means for interpolating population counts from Nigeria's 2006 census geography into derived small-area geographies created and used by this study - Small Basic Spatial Units (SBSU). Furthermore, output from questionnaires distributed within the research Area of Interest (ADI) is used in validating lifestyle characteristics attributed from within this study and extrapolated from Nigeria's 2006 census domains. This is done in conjunction with an approach adapted from architectural space planning for use in estimating the number of persons and households, present or living within each property outline derived, after which a classification is undertaken using the derived SBSU. The final output, after all geoprocessing r is a ten cluster geodemographic profile. This derived geodemographic profile, when used to examine a financial institution - FirstBank Nigeria PLC - and its services within the research ADI, presents what is understood to represent a pen portrait of the provider's customer distribution, potentially able to impact positively FirstBank's strategy of product and service delivery, preferred channels for customer access and consumption patterns, showing anticipated spending habits, lifestyles and also, offers a socio-economic placement for ACI resident population. Availability of such information will enable the service provider to identify products and services from its portfolio that are better suited to customers within the ACI, rather than offer 'one size fits all services', as is believed to often happen in developing countries.

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