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The Impact of Segmentation on Customer Satisfaction

The Impact of Segmentation on Customer Satisfaction

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DEDICATION

This research material, titled “The Impact of Segmentation on Customer Satisfaction” is dedicated to God for His boundless grace and guidance. It is also a tribute to all computer enthusiasts whose contributions made my research journey smoother and enriched my documentation process, making the experience truly fulfilling.



ACKNOWLEDGEMENT

I am profoundly grateful to everyone who contributed to the successful completion of this project. I am especially grateful to my Supervisor (Name), the Head of Department (Name), and the Lecturers in the Department of Accountancy / Accounting for their invaluable guidance and support. I also acknowledge the contributions of authors and scholars whose works on The Impact of Segmentation on Customer Satisfaction provided essential insights. Special thanks go to my study area (and any funding organizations, if applicable) for their financial assistance. I am equally thankful to stakeholders, including mentors, teachers, and colleagues, for their encouragement and support. Finally, I deeply appreciate my family and friends for their patience and unwavering support throughout this journey. Your contributions have been instrumental in making this research a reality.



TABLE OF CONTENTS

PRELIMINARY PAGES

CHAPTER ONE

INTRODUCTION

    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.


    The Impact of Segmentation on Customer Satisfaction

    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

    2.0 Literature Review

    2.1 Introduction

    This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …

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    Defense Procedure for Accounting Researchers

    In preparation for defending a project or seminar on The Impact of Segmentation on Customer Satisfaction, it is imperative that as a nursing student, you demonstrate comprehensive knowledge of your research. The defense process is structured to include presenting your work, answering questions, and illustrating its pertinence. Initially, provide a succinct yet thorough introduction to your research topic, emphasizing its importance and the objectives, ensuring that both the audience and the External Examiner can understand the scope of your study.

    Prior to your defense, be thoroughly acquainted with your research abstract and the critical elements of Chapter One, including motivation for embarking on this research, problem statement, objectives, and significance. In Chapter Two, be ready to cite at least two references from the literature review. For Chapter Three, you should be equipped to discuss the methodologies, tools, and techniques utilized. In Chapter Four, defend your research by justifying the findings and linking them to your research objectives.

    Conclude your defense by succinctly summarizing the study and offering insightful, evidence-based recommendations. A professional dress code, such as wearing a suit and tie, is vital to create a favorable impression and elevate your presentation.

    During the question and answer segment, the External Examiner may pose questions pertaining to your research. If confronted with a challenging or irrelevant question, respond diplomatically with, “Sorry, Sir/Madam, the question asked is beyond the scope of my study.” Whenever possible, direct your answers back to your research findings to reinforce your expertise.

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