ABSTRACT

This study aimed at satisfying customers, the prime focus of this is on business and marking in this view. The research involves an extensive investigation into the appraisal of market segmentation in achieving better customer satisfaction, using customer services in the soft drink industry. The maj or objective of this research is the adoption of market segmentation to achieve customer satisfaction using customer services as the strategic tool. Also, the research delves into the approval of product differentiation as the best alternative when there is difficulty in the practice of market segmentation. However, this research x-rayed the problem of changes in the customer needs and wants which made it difficult in identifying, understanding, segmenting and targeting alternative market segments, research process. In conducting this research a sample size of 80 was used and the statistical technique used was chi-square in the process of hypothesis testing. It discovered that the practice of market segmentation benefited it from especially in the area of customer satisfaction, furthermore, the practice of product differentiation is not just the best alternative when there is difficult in the practice of market segmentation, but helps in gaining competitive advantage. Lastly, the researcher recommended that the practice of market segmentation in an organization which is the rationale 4 underlying the philosophy of marketing.