THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION
ABSTRACT
Basically, NBC moffers different product to customers which in one way or the other leads to the satisfaction of the desires of the customers. Some objectives of this study are;·
- To find out the role of segmentation in the marketing of NBC Plc products.·
- To find out if market segmentation of NBC Plc leads to increase customers patronage.
Based on the above objectives, the researchers used primary and secondary data. Secondary data are collected from already done work like textbooks, dictionary, magazine etc. The sample size for the consumer was derives using borhey’s formular while census was used for relevant staff and wanyement. The data collected when analyzed using tables, frequencies and percentages. The analyzed data gave the following finding that market segmentation practice of NBC Plc leads to increased patronage of their products. Market segmentation practice of NBC Plc leads to increase in profit of the organization.
The researchers came up with the following recommendations.·
- NBC should stick to segmentation of their products because it increase their profit.·
- NBC PLc is advised to practice marketing segmentation because it reduces cost of operations.
The researcher concludes that market segmentation not only help in serving the customers better but also increase the profit of the organization.
CHAPTER ONE
Introduction
1.1 Background Of The Study
In this modern and dynamic world, marketers look at the overall market as a body consisting of many smaller parts whose elements have some common characteristics. They are mostly district from the entire market. For marketers entering a market, the total market must be divided into segment or division being similar character of wants and need or behaviours. This therefore, results to designing its own program, which will be developed for its best satisfaction. Adirika, Ebuen Nnohu (1997:40) noted that most marketers are two large for an organization market. According to Edoga and Ani (200:18) market segmentation is defined as the process of dividing the total market into several relatively homogenous groups with similar product interest.
This process according to them requires marketers to identify factors that effect purchasing decision so that consumer can be grouped accordingly. Adirika, Ebue and Nnohm (1997:30) sees marketing segmentation as the subdividing of a heterogeneous market into homogenous subset, groups of customers so that each subset can conceivably be selected as a separate market target to be reach with a district marketing mix.
They further noted that in practicing segmentation and consequently target marketing, organization endeavour to serve target markets that they are able to satisfy efficiently and effectively, and not just any group of buyers that seems to represent a sizeable market. These includes the marketing of drinks. Adirika (1992,2.9) believes that the battles for the heart, mind and pocket book of the customers will be won by a block by block store by purchase, by purchases bases.
CHAPTER TWO
2.0 Literature Review
2.1 Introduction
The review of relevant literature is the main topic of this chapter. A literature review covers theoretical and methodological contributions to a certain issue in addition to the state of knowledge at the time of writing. It provides information about the state of the art in relation to the subject you are writing about. It examines the body of work on the chosen subject. The literature evaluation in this study comprises the …
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TABLE OF CONTENTSPRELIMINARY PAGES
- Title page
- Approval page
- Dedication
- Acknowledgement
- Table of Contents
- Abstract
INTRODUCTION
- 1.1 Background …
- ⋮
LITERATURE REVIEW
- 2.1 Introduction
- 2.2 Conceptual Review
- 2.3 Theoretical Framework
- ⋮
- 2.4 Empirical Studies
- 2.5 Research Gaps
- 2.6 Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of Study
- 3.4 Sampling and Sampling Technique
- 3.5 Validation of Research Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Questionnaire Administration
- 3.9 Ethical Consideration
- 3.10 Statistical Analysis
CHAPTER FOUR
DATA ANALYSIS, RESULT AND DISCUSSION
- 4.1 Introduction
- 4.2 Presentation and Analysis of Data
- 4.3 Re-statement of Research Questions
- 4.4 Test of Hypotheses
- 4.5 Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Introduction
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestion for Further Study
REFERENCES
APPENDIX A - “QUESTIONNAIRE”
Disclaimer for Complete Material Utilization
The displayed research work titled "The Impact of Segmentation on Customer Satisfaction" is stated as a research guideline towards accomplishing your assigned project / seminar research work. All the research materials on this website are ONLY for research purposes and should be used as a guideline in developing your research work. For no reason should you copy word for word as projectlist.com.ng will not be liable for any who copied the material. By ordering the complete research guideline, it signifies that you've accepted our terms of service.
PRELIMINARY PAGES
- Title page
- Approval page
- Dedication
- Acknowledgement
- Table of Contents
- Abstract
INTRODUCTION
- 1.1 Background …
- ⋮
LITERATURE REVIEW
- 2.1 Introduction
- 2.2 Conceptual Review
- 2.3 Theoretical Framework
- ⋮
- 2.4 Empirical Studies
- 2.5 Research Gaps
- 2.6 Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of Study
- 3.4 Sampling and Sampling Technique
- 3.5 Validation of Research Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Questionnaire Administration
- 3.9 Ethical Consideration
- 3.10 Statistical Analysis
CHAPTER FOUR
DATA ANALYSIS, RESULT AND DISCUSSION
- 4.1 Introduction
- 4.2 Presentation and Analysis of Data
- 4.3 Re-statement of Research Questions
- 4.4 Test of Hypotheses
- 4.5 Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Introduction
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestion for Further Study
REFERENCES
APPENDIX A - “QUESTIONNAIRE”
Disclaimer for Complete Material Utilization
The displayed research work titled "The Impact of Segmentation on Customer Satisfaction" is stated as a research guideline towards accomplishing your assigned project / seminar research work. All the research materials on this website are ONLY for research purposes and should be used as a guideline in developing your research work. For no reason should you copy word for word as projectlist.com.ng will not be liable for any who copied the material. By ordering the complete research guideline, it signifies that you've accepted our terms of service.
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