Globalization has become a defining force in modern commerce, exerting both positive and negative pressures on local businesses, particularly within developing economies. This study investigates the impact of globalization on the market share of local food and beverage businesses (LFBBs) in Abuja Municipal Area Council, Nigeria. The research focuses on four key dimensions of globalization: technological advancement, access to global markets, capital movement, and cultural homogenization. Despite opportunities such as improved efficiency and access to the best international practices, local enterprises face significant challenges from foreign competitors and shifting consumer preferences. Using a quantitative survey method, the study sampled 120 local business operators, of which 103 valid responses were analyzed yielding a response rate of 85.83%. Data was collected via structured questionnaires and analyzed using multiple linear regression. Results indicate that all four globalization dimensions have statistically significant and positive effects on customer patronage, used as a proxy for market share (p < 0.05). Cultural homogenization and technological advancement emerged as the most impactful, highlighting the dual influence of consumer behavior changes and digital transformation. Access to global markets and capital movement also contributed meaningfully, though to a lesser extent. The study concludes that LFBBs must strategically leverage technology and preserve cultural authenticity to remain competitive. It recommends targeted policy support, enhanced digital adoption, and brand positioning initiatives to strengthen the resilience and sustainability of indigenous food enterprises amid intensifying globalization.
Keywords: Customer patronage, Market Share, capital movement, cultural homogenization, global markets, technological advancement
