AN ASSESSMENT OF THE IMPACT OF MARKETING SEGMENTATION ON PRODUCTION PLANNING IN AN ORGANISATION

(A CASE STUDY OF UNITED WIRE PRODUCTION LIMITED KADUNA)

 

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CHAPTER ONE

INTRODUCTION

1.1     Background of the Study –         –         –         –         –         –         1

1.2     Statement of the Problem –         –         –         –         –         –         4

1.3     Aims and Objectives        –         –         –         –         –         –         7

1.4     Statement of Hypothesis  –         –         –         –         –         –         7

1.5     Significance of the Study –         –         –         –         –         –         8

1.6     Scope of the Study –         –         –         –         –         –         –         9

1.7     Limitation of the Study    –         –         –         –         –         –         9

1.8     Historical Background of the case Study       –         –         –       10

• Definition of Terms –         –         –         –         –         –       15

CHAPTER TWO

LITERATURE REVIEW

2.1     Market Segmentation Defined-            –         –         –         –         17

2.2     Market Segmentation in a Contemporary Consumer Market-      20

2.3     Bases of Segmenting Consumer Market        –         –         –         23

2.4     Requirements for Effective Market Segmentation    –         –         26

2.5     Industrial Markets Segmentation-        –         –         –         –         32

2.6     Segmentation Strategies-            –         –         –         –         –         46

2.7     Benefits of Markets Segmentation-      –         –         –         –

2.8     Problems of Market Segmentation

2.9     Elements of Markets Segmentation Strategy

2.9.1 Analytical Approach in formulation of Market Segmentation

2.9.2 Production planning

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research Design –            –         –         –         –         –         –         51

3.2     Research Population        –         –         –         –         –         –         52

3.3     Sample Size and Sampling Techniques-        –         –         –         53

3.4     Method of Gathering Data        –         –         –         –         –         54

3.5     Justification of Method Used     –         –         –         –         –         56

3.6     Method of data Analysis            –         –         –         –         –

3.7   Justification of Instrument Used –         –         –         –         –

 

CHAPTER FOUR

PRESENTATION OF DATA AND ANALYSIS

4.1     Data Presentation  –         –         –         –         –         –         –         57

4.2     Data Analysis        –         –         –         –         –         –         –

4.3     Tested of Hypothesis       –         –         –         –         –         –         67

 

 

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1     Summary of Findings      –         –         –         –         –         –         70

5.2     Conclusion  –         –         –         –         –         –         –         –         72

5.3     Recommendations –         –         –         –         –         –         –         73

Bibliography          –         –         –         –         –         –         –         76

Personal Data         –         —       –         –         –         –         –         79

Questionnaire        –         –         –         –         –         –         –         82

 

 

 

 

 

 

 

 

 

 

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Market segmentation is a vital issue in marketing strategy.

Therefore, marketing segmentation is the sub-dividing of a market into district subset of customers where any subsets may conceivably be selected as a target to be reaching with a district marketing mix.

Kotler (2008) opines that market is a place or a geographical area where buyers and sellers meet and function, goods and services are offered for sale and transfer of ownership of title occur.

The aggregate market is so huge that any single market needs to capture only a small portion of it to be very successful hence, the strategy employed.

Limsitursti (2009) define marketing strategy can be viewed as the techniques, styles and way that a distributing, developing and selling of their products in order to attract the attention of its customers.

It is interesting to note that, each major variable, for the entire firm’s offering requires careful research and studying before short and long term marketing plans can be evaluated. Therefore, the needs for this study goes a long way in re-organization that people as buyers and customers differ in their need, taste, family and cultural background, motivation lifestyle, and attitude towards products and purchases.

It is relevance to the present time in that, this set of buyers should process distinguishing characteristics so that they may be used as marketing targets product are positioned to meet segment customer need, and a marketing mix appropriate to a particular segment may selected . Kotler (2008) in his view, market segmentation offers an efficient way for marketers to plan for attaining the desire goals and set objectives.

1.2 STATEMENT OF THE PROBLEM

One of the obstacles that often lead to businesses failure is the inability of some marketing executives to formulate, plan their strategies, they operate without taking into cognizance the factors or the element both internal and external to the forms which they operate. This research work is primarily concerned with studying marketing company has given and how market are been segmented in order to improve. Its operational performance thereby providing the consumers with adequate products as to how, where, what or getting them.

 

 

1.3     OBJECTIVES OF THE STUDY

The importance of market segmentation in any business organization cannot be over emphasized. Every business organization is faced with the impact of selecting a suitable market of that will be follows to entire