ABSTRACT 

This research work focuses on effect of market segmentation in enhancing the market performance of an organization – A study of Cadbury Plc Nigeria.  It address the problem of market segmentation strategies inability to increase sales in an organization, market segmentations importance in the achievement of organizational market segmentation activities as a threat to beverage producing companies, cost of market segmentation activity as a threat to beverage producing companies and the low rate at which the market segmentation boost companies shares and their performance. Data were collected using questionnaire and interviews. Data presentation and analysis was done using tables and regression analysis was used to test the truthfulness of the formulated null hypotheses (Ho). The major findings are that the cost of segmenting the market increases the sales volume of the organization, it increases the market share of an organization and increases the profitability of the organization. Recommendations were given that companies should understand all that it involves in segmenting the market, understanding that it is a step-by-step process and should be followed accordingly.                 

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of contents - - - - - - - - - vi-vii

List of tables - - - - - - - - - ix

Abstract - - - - - - - - - - - x

CHAPTER ONE

1.0 Introduction

1.1 Background to the Study 

1.2 Statement of the Problem

1.3 Objectives of the Study

1.4 Research Questions

1.5 Research Hypotheses

1.6 Limitation of the Study

1.7 Significance of the Study

1.8 Definition of Terms

CHAPTER TWO

2.0 Review of Related Literature

2.1 Historic Background of Cadbury Nigeria PLC

2.1.1 Consumers 

2.2 Definition of Market Segmentation

2.3 Levels of Market Segmentation 

2.4 Market Segment

2.5 Steps in Segmenting a Market

2.6 Criteria for Market Segmenting 

2.7 Bases for Segmentation

2.8 Benefits of Market Segmentation

2.9 Target Marketing

2.10 Types of Market Segments

2.11 Limitation of Market Segmentation 

2.12 Market Segmentation Process

2.13 Steps in Entering a Market

2.14 Evaluating and Selecting of Market Segment

2.15 Organizational Effectiveness

2.16 Importance of Market Segmentation to an Organization

2.16 Key practices in Supply Chain Segmentation

2.17 Effective Market Segmentation and Profit Viability of Cabury Nigeria PLC in Nigeria 

CHAPTER THREE

3.0 Research Methodology 

3.1 The  Design of the Study

3.2 The Area of the Study

3.3 Population of the Study

3.4 Sample and Sampling Technique 

3.5 Determination of Sample Size

3.6 Method of Data Collection

3.7 Method of the Data Analysis

CHAPTER FOUR

4.0 Data Presentation, Analysis and Hypotheses testing

4.1 Distribution of Questionnaire 

4.2 Socio economic Data

4.3 Hypotheses Testing

4.4 Discussion of Findings

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations 

5.1 Summary of Findings

5.2 Conclusion

5.3 Recommendations

References

Appendix I: Questionnaire