ABSTRACT
This research was designed to identify the effects of market segmentation on firm’s performance (a case study of Globacom communications).
Theoretically, the primary motive of a firm carrying on market segmentation exercise is to develop a better understanding of the total market place, make a rational choice of market segment that best fits the company’s capabilities and developing strategies, policies and programs to meet the needs of different segments profitably and to give the company a distinct competitive advantage. To determine if market segments affect a firm’s performance, eighty five (85) staff from seventeen (17) different retails outlets in Lagos were randomly selected for the study. A structured questionnaire was use to collect data respondents.
The data was analyzed using simple percentage while the Pearson correlation coefficient was used in testing the hypothesis.
The researcher found out that market segmentation generates profits to an organization. The analysis also showed that market segmentation improves the performance of an organization. The researcher also recommended that Globacom communications should undertake marketing researches to improve in its overall market segmentation exercise. Also a competitive analysis should be undertaken to assess both the strength and weaknesses competitor within a segment in order to identify the areas of opportunity for the firm.
TABLE OF CONTENTS
PAGE
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi-vii
CHAPTER ONE INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the problem 2
1.3 Objective of the study 3
1.4 Research questions 3
1.5 Research hypothesis 4
1.6 Significance of the study 4
1.7 Scope of study 4-5
1.8 Limitation of study 4-5
1.9 Definitions of terms 5
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.0 Introduction 6
2.1 Profile of Globacom communications 6-7
2.2 The philosophy of market segmentation 7
2.3 Advantages and disadvantages of
market segmentation 8-9
2.4 Bases for segmenting the consumer market 9-10
2.4 Socio-demographic segmentation 10
2.4.2 Psychological bases for segmentation 13
2.4.3 Psychological segmentation 14-15
2.5 Segmentation of the industrial market 15-16
2.5.1 Strategies for industrial market segmentation 16
2.5.2 Bases for segmenting the industrial market 17-18
2.6 Factors in segmenting the Nigeria market 18-19
2.7 Summary 19-20
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Study Area 21
3.2 Population of the Study 21
3.3 Research Design 21-22
3.4 Sampling Design and Procedures 22
3.5 Source of Data and Data Collection Methods 22
3.6 Data Treatment Techniques 23
3.7 Validity 23
3.8 Reliability 23
CHAPTER FOUR: ANALYSIS DISCUSSION OF DATA
4.1 Data Presentation 24
42 Data Analysis 24-30
4.3 Test of Hypotheses 31
4.4 Test of Hypotheses one 31-33
4.3.2 Test of Hypotheses two 34-36
4.4 Discussion of Findings 36
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings 37
5.2 Conclusion 37-38
5.3 Recommendation 38-39
Bibliography 40
Appendix
Questionnaire
