EFFECT OF MARKET SEGMENTATION ON SALES TURNOVER OF MADE IN NIGERIA GOODS IN ABA, ABIA STATE

Abstract

The study examined the effect of market segment6ation on the sales turnover of made in Nigeria goods in Abia State. The objective of the study were to determine socio-economic characteristics of respondents; ascertain other intervening factors that influence market segmentation; measure the relationship between product quality and brand loyalty of made in Nigeria gods; to examine the relationship between brand loyalty and market segmentation and sales turnover of made in Nigeria goods.A sample size of 120 respondents was adopted from 40 respondents selected from the three senatorial zones of Abia state. A well-structured questionnaire was designed and used for data collection. This data was analyzed with simple percentages and multiple regression model. The study concluded that education, income, occupation, marital status, gender, age, perceived quality and frequency of purchases of respondents were significant in influencing the consumer behavior of the respondent in the area of made in Nigeria goods. However, further statistical analysis led to the following conclusion based on findings. Education was a positively significant at 50%. This implies that increase in the level of education of the respondent leads to increase in the rate of purchase of made in Nigeria goods. Income was also positively significant at 1%. This implies that as the income of an individual increased, the rate he or she spend on made in Nigeria goods also increased. Occupation was negatively significant at 5%. This implies that there is direct proportional relationship between the occupation of the respondents and consumption Pattern of made in Nigeria goods. Gender was also negatively significant at 1% to the brand loyalty.However the following recommendation were made on the conclusion drawn from the research, that educational level of the respondents should be improved upon. This is because of the positive relationship between the level of education of the respondents and the choice of made in Nigeria goods among foreign goods in the study area. Early marriage should be encouraged among the respondents in the study area. This is because the majority of the respondents are still youthful age. There should be provision of employment opportunities among the respondents in the study area. This will lead to increase in the frequency of purchases of made in Nigeria goods in the study area. There should be improvement in the product perceived quality. Such will enhance not only brand loyalty, but a long term customer equity for the firm that produce made in Nigeria goods.

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of Problems ﾿ 3

1.3 ﾿ Objective of Study ﾿ 4

1.4 ﾿ Research questions ﾿ 5

1.5 ﾿ Research Hypotheses ﾿ 5

1.6 ﾿ Significance of the Study ﾿ 5

1.7 ﾿ Scope of the Study ﾿ 6

1.8 ﾿ Limitations of the Study ﾿ 6

1.9 ﾿ Definition of Term ﾿ 7

CHAPTER TWO

LITERATURE REVIEW

2.1 ﾿ Market Segmentation ﾿ 11

2.2 ﾿ Markets, Market Segments and Typologies ﾿ 12

2.3 ﾿ Requirements For Market Segmentation ﾿ 12

2.4 ﾿ Benefits of marketing segmentation ﾿ 13

2.5 ﾿ Target Marking and Strategies ﾿ 15

2.6 ﾿ Consumer Market ﾿ 16

2.7 ﾿ Socio Economic Characteristics Affecting Consumer

Preference ﾿ 16

2.8 ﾿ Model of Consumer Choice ﾿ 20

2.9 ﾿ Marketing Stimuli ﾿ 21

2.10 ﾿ An Overview of the marketing of Made in Nigeria goods ﾿ 22

2.11 ﾿ The Marketing Problem of Made In Nigeria Goods ﾿ 24

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Area of study ﾿ 26

3.2 ﾿ Sample Size Selection ﾿ 27

3. 3 ﾿ Method of Data Collection ﾿ 27

3.4  ﾿ Method of Data Analysis ﾿ 27

3.5 ﾿ Model Specification ﾿ 28

3.6 ﾿ Reliability of the Instrument ﾿ 29

CHAPTER FOUR

DATA ANALYSIS AND PRESENTATION

4.1 ﾿ Socio – economic characteristics of respondent ﾿ 30

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 ﾿ Summary ﾿ 43

5.2 ﾿ Conclusion  ﾿ 43

5.3 ﾿ Recommendation ﾿ 44

References