THE IMPACT OF SEGMENTATION ON CUSTOMER STATISTACTION

(A CASE STUDY OF NBC PLC IN ENUGU METROPOLIS)

By

Author

Presented To

Department of Marketing

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.

TABLE OF CONTENTS

TITLE PAGE - - - - - - I

APPROVAL PAGE - - - - - II

DEDICATION - - - - - - III

ACKNOWLEDGEMENT - - - - IV

ABSTRACT - - - - - - V

TABLE OF CONTENTS - - - - - VI

CHAPTER ONE

1.1 Background of the study

1.2 Statement of the problem

1.3 Objectives of the study

1.4 Formulation of hypotheses

1.5 Significance of the study

1.6 Scope of the study

1.7 Limitation of the study

1.8 Definition of terms

CHAPTER TWO

2.1 An overviews of segmentation

2.2 Objectives of market segmentation

2.3 Segmentation criteria

2.4 Conditions for effective market segmentation

2.5 Evaluation of market segmentation

2.6 Impact of segmentation on customers satisfaction

2.7 Segmentation in NBC plc

CHAPTER THREE

3.0 Research methodology

3.1 Sources of data

3.2 Research instruments used

3.3 Population of the study

3.4 Sampling techniques

3.5 Determination of sample size

3.6 Method of questionnaire administration or distribution

3.7 Limitation of the study

CHAPTER FOUR

4.0 Presentation, analysis and interpretation of data

4.1 Presentation and analysis of data

4.2 Test of hypotheses

CHAPTER FIVE

5.0 Summary of findings, recommendations and conclusion

5.1 Summary of findings

5.2 Recommendations

5.3 Conclusion

Bibliography

Appendix