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ENHANCING THE SALES OF CONSUMER GOODS USING MARKET SEGMENTATION

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TABLE OF CONTENT
Title page- -       -       -       -       -       -       -       -       -       i
Declaration -       -       -       -       -       -       -       -       -       ii
Approval pages  -       -       -       -       -       -       -       -       iii
Dedication -       -       -       -       -       -       -       -       -       iv
Acknowledgement-     -       -       -       -       -       -       -       v
Abstraction-       -       -       -       -       -       -       -       -       vi
Table of content -       -       -       -       -       -       -       -       vii
CHAPTER ONE
1.0    Introduction       -       -       -       -       -       -       -       1

  1. Background of the study     -       -       -       -       -       3
  2. Statement of the problem    -       -       -       -       -       6
  3. Purpose of the study   -       -       -       -       -       -       7
  4. Significance of the study     -       -       -       -       -       8
  5. Statement of hypothesis      -       -       -       -       -       9
  6. Delimitation and Scope of the study      --      -       -       10
  7. Definition of the terms -       -       -       -       -       -         12

CHAPTER TWO
Literature Review

  1. Introduction-      -       -       -       -       -       -       -           15
  2. Marketing segmentation-     -       -       -       -       -       15
  3. Historical perspective/background of Peterson Zochonia  17
  4. Importance of marketing segmentation -       -       -       20
  5. Condition for effective segmentation     -       -       -       22
  6. Basis for marketing segmentation -       -       -       -       23
  7. Target market    -       -       -       -       -       -       -       33
  8. Differentiated marketing      -       -       -       -       -       35
  9. Validity and viability of market segmentation  -       -       37
  10. Segmentation and target     -       -       -       -       -       41
  11. Segmentation and profitability      -       -       -       -       43
  12. Market segment and company asset     -       -       -       45
  13. Benefit of segmentation       -       -       -       -       -       45

 
CHAPTER THREE

  1. Introduction       -       -       -       -       -       -       -       49
  2. Area of study     -       -       -       -       -       -       -       49
  3. Research design -       -       -       -       -       -       -       50
  4. Population of study-    -       -       -       -       -       -       50
  5. Sample size and sampling techniques-  -       -       -       50
  6. Instruments for data collection     -       -       -       -       51
  7. Administration of the instrument   -       -       -       -       52
  8. Method of data analysis and presentation -    -       -       53

CHAPTER FOUR
Data Presentation and Analysis
4.0    Introduction       -       -       -       -       -       -       -       54    

  1. Characteristic and classification    -       -       -       -       54
  2. Presentation and analysis of management questionnaire 57
  3. Presentation and analysis of customer and distribution questionnaire       -       -        -       -       -       -       -       66
  4. Proof of hypothesis     -       -       -       -       -       -       72

CHAPTER FIVE
Summary, Conclusions and Recommendations
5.1    Introduction       -       -       -       -       -       -       -       76

  1. Summary   -       -       -       -       -       -       -       -       76
  2. Conclusion -       -       -       -       -       -       -       -       78
  3. Recommendations      -       -       -       -       -       -       82

Bibliography       -       -       -       -       -       -       -       -       86
Appendix   -       -       -       -       -       -       -       -     Â.


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