Implication of customer behaviour on business growth in UGEP cross river state Nigeria

The impact of consumer behaviour on business expansion in Ugep, Cross River State, Nigeria, was the main focus of the study. The study specifically looks at how market innovation, customer centricity, and market engagement affect corporate growth. The study was based on theories of planned behaviour and consumer satisfaction. The study used a descriptive research survey design. The population consisted of owners of sixty-eight (68) registered enterprises in Ugep. Since the population is small, no sample size was established; instead, simple sampling techniques were used, and the entire population was included in the study. The data was produced using a structured questionnaire. Cronbach Alpha and content validity were employed to assess the study instrument's dependability. While Pearson Moment Correlation analysis was performed for hypothesis testing, simple percentages and means were employed for research question analysis. The results revealed that customer centricity had a significant and positive relationship with business growth in Ugep (r = .380, P < 0.05); market innovation had a high, positive, and significant relationship with business growth in Ugep, Cross River State, Nigeria (r = .860, P < 0.05); and market engagement had a moderate, positive, and significant relationship with business growth in Ugep, Cross River State, Nigeria (r = .284, P < 0.05). The study concluded that by adopting effective market engagement approach through feedback loops, community involvement will enhance customer loyalty. Moreso, businesses that adopt a customer centric approach can tailor their products and services to enhance customer satisfaction. Furthermore, businesses that embrace innovative practices are more likely to capture new market segments and enhance their competitive edge. Therefore, the study recommended that the studied business enterprises are encouraged to establish channels for customer feedback to understand needs and preference through collaboration with local organization, schools, and community leaders to enhance visibility and build trust. Furthermore, they should stay updated on customer preferences and market trends through ongoing research.