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The Impact of Segmentation on Customer Satisfaction
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The Impact of Segmentation on Customer Satisfaction

This page presents an excerpt of the research material, providing a comprehensive overview of the study. It includes the Preliminary Pages, Table of Contents, Abstract, Chapters One to Five, and References, making it accessible and informative for students, researchers, and other readers interested in the topic of this study. Acknowledgement is also included, expressing gratitude to the individuals, institutions, and resources that contributed to the successful completion of the research, with materials and information sourced from the online platform sparklyn.com.ng, which provided valuable academic support.

TABLE OF CONTENTS

PRELIMINARY PAGES

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Table of Contents
  • Abstract

CHAPTER ONE

INTRODUCTION

  • 1.1 Introduction
  • 1.2 Background of Study
  • 1.3 Statement of the Problem
  • 1.4 Aim and Objective of the Study
  • 1.5 Research Questions
  • 1.6 Research Hypothesis
  • 1.7 Significance of Study
  • 1.8 Scope of Study
  • 1.9 Limitations of the Study
  • 1.10 Operational Definition of Terms

CHAPTER TWO

LITERATURE REVIEW

  • 2.1 Introduction
  • 2.2 Conceptual Review
  • 2.3 Theoretical Framework
  • ⋮
  • 2.4 Empirical Studies
  • 2.5 Research Gaps
  • 2.6 Summary of Literature Review

CHAPTER THREE

RESEARCH METHODOLOGY

  • 3.1 Introduction
  • 3.2 Research Design
  • 3.3 Population of Study
  • 3.4 Sampling and Sampling Technique
  • 3.5 Validation of Research Instrument
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Questionnaire Administration
  • 3.9 Ethical Consideration
  • 3.10 Statistical Analysis

CHAPTER FOUR

DATA ANALYSIS, RESULT AND DISCUSSION

  • 4.1 Introduction
  • 4.2 Presentation and Analysis of Data
  • 4.3 Re-statement of Research Questions
  • 4.4 Test of Hypotheses
  • 4.5 Discussion of Findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

  • 5.1 Introduction
  • 5.2 Summary of Findings
  • 5.3 Conclusion
  • 5.4 Recommendation
  • 5.5 Suggestion for Further Study

REFERENCES

APPENDIX A - “QUESTIONNAIRE”

ABSTRACT

Basically, NBC moffers different product to customers which in one way or the other leads to the satisfaction of the desires of the customers. Some objectives of this study are;·

  • To find out the role of segmentation in the marketing of NBC Plc products.·
  • To find out if market segmentation of NBC Plc leads to increase customers patronage.

Based on the above objectives, the researchers used primary and secondary data. Secondary data are collected from already done work like textbooks, dictionary, magazine etc. The sample size for the consumer was derives using borhey’s formular while census was used for relevant staff and wanyement. The data collected when analyzed using tables, frequencies and percentages. The analyzed data gave the following finding that market segmentation practice of NBC Plc leads to increased patronage of their products. Market segmentation practice of NBC Plc leads to increase in profit of the organization.

The researchers came up with the following recommendations.·

  • NBC should stick to segmentation of their products because it increase their profit.·
  • NBC PLc is advised to practice marketing segmentation because it reduces cost of operations.

The researcher concludes that market segmentation not only help in serving the customers better but also increase the profit of the organization.

CHAPTER ONE

Introduction

1.1 Background Of The Study

In this modern and dynamic world, marketers look at the overall market as a body consisting of many smaller parts whose elements have some common characteristics. They are mostly district from the entire market. For marketers entering a market, the total market must be divided into segment or division being similar character of wants and need or behaviours. This therefore, results to designing its own program, which will be developed for its best satisfaction. Adirika, Ebuen Nnohu (1997:40) noted that most marketers are two large for an organization market. According to Edoga and Ani (200:18) market segmentation is defined as the process of dividing the total market into several relatively homogenous groups with similar product interest.

This process according to them requires marketers to identify factors that effect purchasing decision so that consumer can be grouped accordingly. Adirika, Ebue and Nnohm (1997:30) sees marketing segmentation as the subdividing of a heterogeneous market into homogenous subset, groups of customers so that each subset can conceivably be selected as a separate market target to be reach with a district marketing mix.

They further noted that in practicing segmentation and consequently target marketing, organization endeavour to serve target markets that they are able to satisfy efficiently and effectively, and not just any group of buyers that seems to represent a sizeable market. These includes the marketing of drinks. Adirika (1992,2.9) believes that the battles for the heart, mind and pocket book of the customers will be won by a block by block store by purchase, by purchases bases.

…

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

This chapter focuses on the review of related literature. A literature review presents current knowledge, as well as theoretical and methodological contributions, related to The Impact of Segmentation on Customer Satisfaction. It documents the state of the art on the subject under study and provides a comprehensive survey of existing literature. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …

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