Key Features:
- No of Pages: 87
- No of Chapters: 05
Introduction:
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.
Table of Content
CHAPTER ONE
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Formulation of hypotheses
1.5 Significance of the study
1.6 Scope of the study
1.7 Limitation of the study
1.8 Definition of terms
CHAPTER TWO
2.1 An overviews of segmentation
2.2 Objectives of market segmentation
2.3 Segmentation criteria
2.4 Conditions for effective market segmentation
2.5 Evaluation of market segmentation
2.6 Impact of segmentation on customers satisfaction
2.7 Segmentation in NBC plc
CHAPTER THREE
3.0 Research methodology
3.1 Sources of data
3.2 Research instruments used
3.3 Population of the study
3.4 Sampling techniques
3.5 Determination of sample size
3.6 Method of questionnaire administration or distribution
3.7 Limitation of the study
CHAPTER FOUR
4.0 Presentation, analysis and interpretation of data
4.1 Presentation and analysis of data
4.2 Test of hypotheses
CHAPTER FIVE
5.0 Summary of findings, recommendations and conclusion
5.1 Summary of findings
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendix
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. This strategy is based on the premise that customers have different test which change over time and that these customers and variety (customization) every organization including Brewery industrial must make decision on two areas of needs:
· What needs to serve and
· Whose needs to serve.
Udeagha (199 – 86) believes that market segmentation is disaggregate in its several demand schedules where only one was recognized before market segmentation, this is a device which is used in assisting management to divide a given total market demand into sets that are relatively homogenous and have certain specified market segmentation is customer oriented, and hence, it is consistent concept. In segmenting, we first identify the needs and wants of customer (consumers) within a sub-market and then decide if it is practical to develop a marketing mix to satisfy those wants.
Nigerian Breweries is one of the heading companies is soft drink industry, the company has assorted soft drinks in the market to serve different needs of their customers.
Although the company have been doing well but there is a lot to be done in terms of satisfying all the segments of the market.
Management can do a better marketing job and make more efficient use of its resources by tailoring marketing programmes to individuals market segments.
In view of proliferation of soft drink industry is Nigeria today and the ever changing needs of consumers theme is need for Brewery industry including NBC Plc to study and implement market segmentation for increased customers satisfaction.
The Nigeria Bottling company Plc is a leader in soft drink market in Nigeria. The company has several brands of soft drink which are being market to their customers. In order to satisfy their customers, they have resorted to segmentation.
Segmentation has been the main important marketing tool used by organizations including the soft drinks industry to achieve their marketing objectives. NBC Plc is not an exception.
However it has been discovered by customers that NBC do not effectively solve segments of the market this could be attributed to lack of efficient segmentation of the market.
Most often customers who go to market to get NBC product find that they are readily available. This one’s that are available is not within the reach of the customers. Some segments of the markets would meal sugar free soft drinks but this is not available. All these no doubt have effective the patronage of customers and company’s profit. In this study the researcher work at segmentation as a two for NBC customers satisfaction.
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