An Appraisal Of The Impact Of Market Segmentation On The Performance Of Soft Drink Company In Imo State: A Study Of Nigeria Bottling Company Owerri
ABSTRACT
This project is about an
extensive research study into the analysis of the Impact of market segmentation
on the performance of soft drinks using coca-cola products as our case study.
The major objective of the study was to investigate into the marketing
significance of market segmentation in achieving better customer satisfaction
efficient marketing for Nigeria Bottling Company. After the statement of
problems and Research questions, the major hypothesis of the research was that
market segmentation does not enhance the achievement of customer satisfaction
in the soft drinks industry. In the research process, the researchers used a
population of 100 and a sample size of 80 arrived at from the yaro yamen's
scientific formula. The researcher adopted a non-probability sampling
techniques where sample elements were selected based on the individual judgment
of the researcher. The research instruments was questionnaire, interview and
observation of the population study made up the management, salesmen,
distributors and customer (consumer) of coca-cola products in Owerri. Data
analysis was carried out with sample with chi-square percentage (%) comparison
while hypothesis were tested with chi-square. The summary findings and
conclusions help us to recommend that market segmentation should be adapted n
t:e soft drinks industry in particular and the general customer (and producer)
markets. Because it helps in not only achieving a better performances but also
helps in gaining competitive advantage through proper profitability customer
loyalty and marketing efficiency indices.
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OSONDU, J (2021). An Appraisal Of The Impact Of Market Segmentation On The Performance Of Soft Drink Company In Imo State: A Study Of Nigeria Bottling Company Owerri. Mouau.afribary.org: Retrieved Sep 20, 2024, from https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-on-the-performance-of-soft-drink-company-in-imo-state-a-study-of-nigeria-bottling-company-owerri-7-2
JANE, OSONDU. "An Appraisal Of The Impact Of Market Segmentation On The Performance Of Soft Drink Company In Imo State: A Study Of Nigeria Bottling Company Owerri" Mouau.afribary.org. Mouau.afribary.org, 05 Jul. 2021, https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-on-the-performance-of-soft-drink-company-in-imo-state-a-study-of-nigeria-bottling-company-owerri-7-2. Accessed 20 Sep. 2024.
JANE, OSONDU. "An Appraisal Of The Impact Of Market Segmentation On The Performance Of Soft Drink Company In Imo State: A Study Of Nigeria Bottling Company Owerri". Mouau.afribary.org, Mouau.afribary.org, 05 Jul. 2021. Web. 20 Sep. 2024. < https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-on-the-performance-of-soft-drink-company-in-imo-state-a-study-of-nigeria-bottling-company-owerri-7-2 >.
JANE, OSONDU. "An Appraisal Of The Impact Of Market Segmentation On The Performance Of Soft Drink Company In Imo State: A Study Of Nigeria Bottling Company Owerri" Mouau.afribary.org (2021). Accessed 20 Sep. 2024. https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-on-the-performance-of-soft-drink-company-in-imo-state-a-study-of-nigeria-bottling-company-owerri-7-2