Market Segmentation As A Tool For Achieving Organizational Sales Objectives (A Study Of Nigeria Bottling Company, Enugu Plc)

ABSTRACT

The study examined the effect of market segmentation as a tool for achieving organizational sales objectives. The general objective of the study was to examine the effect segmentation as a tool for achieving organization sales objectives in the brewery industry. However, the study examine the problems encountered in market segmentation has helped in the increase of sales turn over other specific objectives were to examine the benefits of segmentation in a competitive market. To enlighten on consumer guidelines about segmentation to know 1 f segmentation has help in collect data for study which were later analyzed using simple percentage and multiple regression models. A sample size of 120 was used for the study. In conclusion, the study summarized that education, income, occupation, marital status, gender, age, perceived quality and frequency of purchases of beverages were significant in influencing the consumer behavior of the respondents. And recommend the adoption of market segmentation in the beer industry.