Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant)
ABSTRACT
This
study is conducted with the aim of analyzing the impact of segmentation on
organizational performance (A study of Nigerian Breweries Plc, Aba). The
specific objectives of this study is to examine the relationship existing
between segmentation and organization performance, segmentation variables that
improves the performance and ways of meeting the needs of target customers. The
problems that attracted the researcher's attentions are the inability of the
firm to classify their customer's group according to the uniqueness in purchase
and ignoring target customers. In conducting this research the researcher made
use of simple random sampling method and correlation analysis with the
estimated population size as 400 and sample size as 80. The results obtained
from this study are 0.931, 0.893 and 0.974, which implies that there is a
strong relationship existing between segmentation and organizational
performance, hereby rejecting the null hypothesis and accepting the alternative
hypothesis. With this, the researcher recommends that Nigerian Breweries need
to understand that once these customer segments are consistently satisfied
there will be increase in sales and revenue for the organization.
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KELECHI, P (2022). Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant). Mouau.afribary.org: Retrieved Dec 22, 2024, from https://repository.mouau.edu.ng/work/view/impact-of-segmentation-on-organisational-performance-a-study-of-nigerian-breweries-plc-aba-plant-7-2
P., KELECHI. "Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant)" Mouau.afribary.org. Mouau.afribary.org, 09 Nov. 2022, https://repository.mouau.edu.ng/work/view/impact-of-segmentation-on-organisational-performance-a-study-of-nigerian-breweries-plc-aba-plant-7-2. Accessed 22 Dec. 2024.
P., KELECHI. "Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant)". Mouau.afribary.org, Mouau.afribary.org, 09 Nov. 2022. Web. 22 Dec. 2024. < https://repository.mouau.edu.ng/work/view/impact-of-segmentation-on-organisational-performance-a-study-of-nigerian-breweries-plc-aba-plant-7-2 >.
P., KELECHI. "Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant)" Mouau.afribary.org (2022). Accessed 22 Dec. 2024. https://repository.mouau.edu.ng/work/view/impact-of-segmentation-on-organisational-performance-a-study-of-nigerian-breweries-plc-aba-plant-7-2