ABSTRACT

The study examined the impact of Market Segmentation on the marketing of Weaning Foods in Abia State, Nigeria. Specifically, it assured the socio-economic characteristics of the weaning foods marketers; analyzed market segmentation among the weaning foods marketers; examined the effect of market segmentation on profitability and sales volume. The study employed purposive samoling technique in the selection of location and marketers from whom data and information were elicited using pre-tested and structured questionnaire. In the course of data analysis, chi-squared, regression method, sampling techniques. Then followed by the results of the analysis objective per objective and finally the recommendation. Segmentation help to increase sale volume which results increase revenue in weaning food industries. Segmentation also help to increase consumption rate as regards with distribution pattern, income level of consumers, usage rate etc. Assess the socio-economic characteristics of the weaning foods marketers; Analyze market segmentation among weaning foods marketers; examine the effect of market segmentation on profitability of the enterprise; Ascertain the effect of market segmentation on the sales volume of weaning foods. Make recommendations based on findings. Some of the objectives of the work were to ascertain how market is segmented for weaning foods and to examine the effect of market segmentation on the profit of marketers, sales of weaning foods and its purchase. Respondents included distributors, wholesalers and retailers and mothers. These were sampled purposively. Findings showed that segmentation increases consumption and sales volume of weaning foods in the study area. t was recommended that marketers of wearing foods should stratify or segment their markets for higher sales and revenue.