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THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION (A CASE STUDY OF MTN IN ENUGU METROPOLIS)

  • Type:Project
  • Pages:67
  • Format:Microsoft Word
(Marketing Project Topics & Materials)
ABSTRACT
The project work was an attempt to investigate the impact of segmentation on customer satisfaction.  The main objectives were.  To determine the impact of market segmentation in regard to patronages, to determine whether market segmentation lead to increase in customer patronage and to determine the role of segmentation in the market of MTN products.  Bases on the objective of the study, five research question were formulated. The populations of study were drawn from the customer of MTN in Enugu metropolis.  Bourley’s formular was used to determine the sample size. Questionnaire and personal interview were used to elicit data from respondents.  Simple tables and percentages were used to analyze data collected.  Based on the analysis the following findings were made; the researcher discovered that the company (MTN) segments that product effectively in order to maximize growth sales and also the researcher discovered that there are increase in sales volume as a results of effective product segmentation.  The researcher therefore made the following recommendations; the company should embark on marketing research in line with customers relationship so as to be able to interpret and understand customers relationship so as, to be able to interpret and understand customer behavior and also they should enlarge the scope of their coverage especially the rural areas where their mass is not sited.


TABLE OF CONTENTS
Title Page   ii
Approval iii
Dedication   iv
Acknowledgement v
Abstract   vi
Table of Contents      vii
List of Tables     viii

CHAPTER ONE  
Introduction  
1.1 Background  of the study   1
1.2 Statement of Problem 4
1.3 Objective  of the Study 5
1.4 Research  Questions 6
1.5 Significance of the Study   6
1.6 Scope of  the  Study         7
1.7 Limitations of the study 7
1.8 Definitions of Terms     8

CHAPTER TWO
2.0 Review of Literature 11
2.1 An Overview of Market Segmentation 11
2.2 Objective of Market Segmentation 12
2.3 Segmentation Criteria 14
2.4 Conditions for effective market Segmentation 18
2.5 Evaluation of market Segmentation 20
2.6 Impact of Segmentation on Customers Satisfaction 23
2.7 Segmentation in MTN 25
2.8 Subgroup served by MTN 27
2.9 Product used for each Market Segment of MTN 28
2.10 Implication and Application of MTN Segmentation in satisfactory their customers 29
2.11 The basis of MTN segmentation in Enugu Metropolis 29 

CHAPTER THREE 
 RESEARCH DESIGN AND METHODOLOGY 
Research Design 
3.0 Research Methodology 32
3.1 sources  of Data   32
3.2 Population  of the  study 32
3.3 Sample  Size  Determination 33
3.4 Sampling Techniques 33
3.5 Research Instrument Used 35
3.6 Method of Questionnaire Administration 35

CHAPTER FOUR
DATA PRESENTATIONS AND ANALYSIS
4.1 Presentation  and  Analysis  Of Data   37

CHAPTER FIVE 
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION 
5.1 Summary of Findings 48
5.2 Recommendations 49
5.3 Conclusion 50
Bibliography
Appendix

THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION (A CASE STUDY OF MTN IN ENUGU METROPOLIS)

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Details

Type Project
Department Marketing
Project ID MKT0743
Price ₦3,000 ($9)
No of Pages 67 Pages
Format Microsoft Word

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    Details

    Type Project
    Department Marketing
    Project ID MKT0743
    Price ₦3,000 ($9)
    No of Pages 67 Pages
    Format Microsoft Word

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