ABSTRACT
Today in the global market environment, there are many buyers, these buyers differ in one or more variable. Thus, the differences may include the wants, purchasing power, geographical location, buying attitudes, any of these variables stand as a basis of segmenting a market. Segmentation is a marketing terminology used in the marketing field and is of great importance for any product that dreams of passing through the preliminary growth stage to the maturity stage in the product life cycle. This research work on titled “The bases for effective market segmentation in a service organization. (A case study of MTN, Enugu). For a successful completion of this research work, the researcher made use of both primary and secondary methods of data collection for gathering information. The data collected were presented in table form and analyzed with simple percentage. Having carefully carried out this study on the bases for market segmentation in a service organization, it was found out. That market segmentation as practiced by MTN lead to increased patronage of their products and services. Based on the findings of the study the research made the following recommendation of marketing organization including the telecommunication industries are advised to practice market segmentation because it reduces the risk which the organization experience when not practiced.
TABLE OF CONTENTS
Title page - - - - - - - - - ii
Approval page - - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement - - - - - - - - v
Abstract - - - - - - - - - - iv
Table of contents - - - - - - - - v
CHAPTER ONE: INTRODUCTION
1.1 Background of the study - - - - - 1
1.2 Statement of the problem - - - - - 4
1.3 Objectives of the study - - - - - 4
1.4 Research Questions - - - - - - - 5
1.5 Significance of the study - - - - - 6
1.6 Scope of the study - - - - - - - 6
1.7 Limitation of the study - - - - - - 7
1.8 Definition of terms - - - - - - - 8
CHAPTER TWO:
2.0 LITERATURE REVIEW
2.1 Introduction - - - - - - - - 9
2.2 Overview of market segmentation - - - - 9
2.3 Objective of market segmentation - - - - 10
2.4 Bases for market segmentation for communication industry -12
2.5 Factors that make segmentation attractive - - 15
2.6 Importance of segmentation in the marketing of telecommunication service - - - - - 17
2.7 Benefits of segmentation - - - - - - 18
2.8 Identifying marketing segments - - - - 19
2.9 Impact of segmentation on telecommunication industry - - - - - - - - - - 20
2.10 The effectiveness of segmentation of services in the communication industry - - - - - - 22
CHAPTER THREE:
RESEARCH METHODOLOGY
3.1 Sources of data - - - - - - - 24
3.2 Population of the study - - - - - - 25
3.3 Sample size determination - - - - - 25
3.4 Sample Techniques - - - - - - - - 27
3.5 Research instrument used - - - - - 27
3.6 Reliability and Validation of Research Instrument - 28
3.7 Questionnaire Allocation and Distribution - - 29
3.8 Method of Data Analysis - - - - - - 31
3.9 Limitations of the study - - - - - - - 31
CHAPTER FOUR:
DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation - - - - - - - 32
4.2 Presentation of demographic characteristics - - - 32
CHAPTER FIVE:
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
5.1 Summary of findings - - - - - - 54
5.2 Recommendations - - - - - - - 55
5.3 Conclusions - - - - - - - - 56
Bibliography
Appendix
