ABSTRACT
This project is focused on enhancing the sales of consumer good using market segmentation with particular reference to the PZ Nigeria plc as case study. To achieve this, the work is divided into 5 chapter in chapter one started with introduction of research work, the statement of the problem, the purpose of the study has been presented, the chapter two which deals with literature review in the area of market segmentation, in chapter three which also presented methodology used in carrying out the research and major instrument used to collected data, are simple random method questionnaires, personal interview and documentation which were presented in chapter four. The estimated management and customers population is 2000 people which a sample size of 155 was selected for questionnaire, 35 for management staff and 120 were for customer and distributors respectively. The sample percentage method and chi-square test were used respectively, the following null and alternate hypothesis are formulated tested and prove in the study HI: Market segmentation of PZ plc has impact on the sales of its consumer goods, Ho: Market segmentation of PZ plc does not have impact on the sales of its consumer goods. The researcher accepted the alternate hypothesis (H1), rejected the null hypothesis (Ho). The researcher observed new finding in the studies such as the strategies adopted by PZ plc, the strategy of segmentation is applied by the PZ plc in its marketing activities. In summary it was seen that the marketing concept is all about satisfying the identified needs of people by supplying them with acceptable goods and services, PZ Nigeria Plc are living to the expectation of their customers by embarking on marketing segmentation, the researcher concludes on the fact that PZ Nigeria plc is marketing oriented firm, the researcher also suggested several recommendations, such as PZ Nigerian Plc should maintain the quality of the company’s product and also make room for approvement so that the lowest income earner can afford their products and should also engage in promotional activities in order to increase awareness for PZ plc product and services.
TABLE OF CONTENT
Title page
Declaration
Approval pages
Dedication
Acknowledgement
Abstraction
Table of content
CHAPTER ONE
1.0Introduction
1.1Background of the study
1.2Statement of the problem
1.3Purpose of the study
1.4Significance of the study
1.5Statement of hypothesis
1.6Delimitation and Scope of the study
1.7Definition of the terms
CHAPTER TWO
Literature Review
2.0Introduction
2.1Marketing segmentation
2.2Historical perspective/background of Peterson Zochonia
2.3Importance of marketing segmentation
2.4Condition for effective segmentation
2.5Basis for marketing segmentation
2.6Target market
2.7Differentiated marketing
2.8Validity and viability of market segmentation
2.9Segmentation and target
2.10Segmentation and profitability
2.11Market segment and company asset
2.12Benefit of segmentation
CHAPTER THREE
3.0Introduction
3.1Area of study
3.2Research design
3.3Population of study
3.4Sample size and sampling techniques
3.5Instruments for data collection
3.6Administration of the instrument
3.7Method of data analysis and presentation
CHAPTER FOUR
Data Presentation and Analysis
4.0Introduction
4.1Characteristic and classification
4.2Presentation and analysis of management questionnaire
4.3Presentation and analysis of customer and distribution questionnaire
4.4Proof of hypothesis
CHAPTER FIVE
Summary, Conclusions and Recommendations
5.1Introduction
5.1Summary
5.2Conclusion
5.3Recommendations
Bibliography
Appendix