Effects Of Market Segmentation On The Sales Turnover Of Textile Fashion Industry (A Study Of Ariara International Market Aba, Abia State In Nigeria)

ABSTRACT

 Market segmentation is the process of diving the  total heterogeneous market for a good or service into several segments, each of which tends to be homogenous in all significant aspect. This study set oaf to ascertain the effects of market segmentation on the sales turnover of textile fashion industry (A Study of Ariaria International Market Aba, Abia State, Nigeria). The problem envisaged stems from the fact that most business in Ariaria texlile market have wounded up within months of their start-up operation as a result of poor segmentation of their market and some experience poor or low sales winch has gone o loop way to affect their profits and taxes. The overall objective of this study was to examine the effect of market segmentation on the sales turnover of the textile fashion industry. Specifically, the objectives are to: ascertain the segmentation strategies adopted in textile fashion market in Ariaria International Market; determine the performance of textile fashion marketers with respect to market segmentation, identify if cultural  differences affect sales volume (Sales Turnover) and profit of textile fashion market and determine the effect of socioeconomic characteristics of segmented market on sales volume of textile fashion industry.