THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION
Sold By: Joe Project Store | Item Type: Project Material | Report this? | Attributes: 50 pages | 1-5 chapters | Amount: ₦5,000 | Marked useful: 6,396 times
Delivery: Within 24 hoursABSTRACT
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.
CHAPTER ONE
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 bookof the customers will be won by a block by block store by purchase, by purchases bases.
Tags: Segmentation Impact of segmentation Evaluation of segmentation Customer satisfaction Assessment of customer satisfaction Optimization of customer satisfaction
This material content is developed to serve as a GUIDE for students to conduct academic research
Delivery: Within 24 hours
Advertise Here
Not what you were looking for? Perform a search
What's your project topic?
Comment on Facebook:
Related Project Materials
- 1.
INVESTIGATING FORENSIC AUDIT AS A PANACEA FOR PREVENTING CORPORATE FRAUD IN CAMEROON'S PUBLIC SECTOR
CHAPTER ONE INTRODUCTION 1.1 Background of the study The proliferation of financial crimes in these developing economies is concerning and catastrophi...More »
Item Type: Project Material | 54 pages | 791 engagements |
- 2.
INTERNAL AUDIT: EXAMINING ITS ROLE IN ENSURING ETHICAL CONDUCT IN CHENWI-ASSOCIATES, CAMEROON
INTERNAL AUDIT: EXAMINING ITS ROLE IN ENSURING ETHICAL CONDUCT IN CHENWI ASSOCIATES, CAMEROON CHAPTER ONE INTRODUCTION Background of the Study Auditin...More »
Item Type: Project Material | 54 pages | 678 engagements |
- 3.
EXTERNAL AUDIT AND QUALITY OF ACCOUNTING AND FINANCIAL INFORMATION IN THE CAMEROONIAN PUBLIC SECTOR
CHAPTER ONE INTRODUCTION 1.1 Background of the study The main purpose of external audit as a governance mechanism is to enhance the accuracy and trust...More »
Item Type: Project Material | 54 pages | 758 engagements |
- 4.
EXAMINING THE ROLE OF FORENSIC AUDIT IN DETECTING FINANCIAL FRAUDS IN THE CAMEROONIAN PUBLIC SECTOR:...
CHAPTER ONE INTRODUCTION 1.1 Background of the study Forensic auditing and forensic accounting are often used interchangeably. It has been officially ...More »
Item Type: Project Material | 54 pages | 688 engagements |
- 5.
EXAMINING THE IMPACT OF THE AUDIT REPORT ON INVESTMENT IN FINANCIAL INSTITUTIONS IN CAMEROON
CHAPTER ONE INTRODUCTION 1.1 Background of the study According to the Companies Act, all registered companies must present audited accounts to their s...More »
Item Type: Project Material | 54 pages | 664 engagements |
- 6.
EXAMINATION OF CHALLENGES ENCOUNTERED BY INTERNAL AUDITORS IN PUBLIC SECTOR AUDIT OF CAMEROON
CHAPTER ONE INTRODUCTION 1.1 Background of the study The demand for internal auditing mostly arises from the necessity for an independent verification...More »
Item Type: Project Material | 54 pages | 712 engagements |