+234 813 0686 500
+234 809 3423 853
info@grossarchive.com

THE IMPACT OF MARKET SEGMENTATION ON ORGANISATIONAL PROFITABILITY

  • Type:Project
  • Pages:50
  • Format:Microsoft Word
(Business Administration and Management Project Topics & Materials)

ABSTRACT

The objective of the study was to establish the effect of market segmentation on the corporate profitability of telecommunication companies. The researcher had intended to establish the effect of market segmentation on the corporate profitability of telecommunication companies. The questionnaire was used as the survey method of collecting primary data for the study. Data was collected from primary sources and multiple regression was used for data analysis. The regression result of the study’s model suggests that Market segmentation have impact on Profitability, it is however shown that the coefficient of the independent variable (Market segmentation) positively relate to Profitability. The parameters show that increase in Market segmentation increases Profitability by 30.6%. The regression results also reveal that holding Market segmentation to a constant zero, Profitability will be at a factor of 2.709. This further affirms the importance of Market segmentation in an organization. The regression result also reveals that Profitability and Market segmentation are correlated by 0.737; this indicates a very strong relationship between Market segmentation and Profitability. It is also pertinent to note that Market segmentation has significance lower than 5% (0.013) indicating its statistical significance and suitability for decision making. Using correlation technique, it is evident that all variables have positive correlation as the correlation coefficient is 0.737. This implies that there is a strong positive relationship between Profitability and Market segmentation. Also, the f-stat value of 7.829 is greater than f-tab (4.13). To further certify this is the P-value having significance value less than 0.05. All of this imply that H1 is true and accepted hence rejecting H0. Conclusively, this research found that there is a positive linear relationship between Profitability and Market segmentation. Therefore, On the basis of the findings of this study, it was concluded that market segmentation is crucial in the enhancement of the business of any organization. It is recommended that Organization need to get professional marketers that can enlighten and train their organization as a whole on marketing segmentation, and marketing strategies as a whole.



                                                                            v

TABLE OF CONTENT 

Title page

Certification ii

Dedication iii

Acknowledgement iv

Abstract v

Table of content vi

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of Problem 2

1.3 Objective of the Study 3

1.4 Research Question 3

1.5 Research hypothesis               3

1.6 Scope of the Study 3

1.7 Significance of the Study 4

1.8 Definition of Terms 4

vi

CHAPTER TWO: LITERATURE REVIEW 

2.1 Conceptual Framework 6

2.1.1 Concept of market segmentation 6

2.1.2 Bases of market segmentation strategy

2.1.3 Steps in Market segmentation             12

2.1.4 Aim of Market Segmentation 15

2.1.5 Potential Benefits of Market Segmentation 16

2.1.6 Implementing Market segmentation 17

2.1.7 Key considerations in implementing segmentation programmes                  17

2.1.8 Requirements for Effective Market Segmentation 18

2.2 Theoretical Framework 20

2.2.1. Planned behavior theory 20

2.2.2. Maslow’s hierarchy of needs theory 20

2.2.3 Clark theory of profitability 21

2.3 Empirical framework 22 


                                                                         vii

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1 Introduction 27 

3.2 Research Design 27

3.3 Target Population 27

3.4 Restatement of Research Hypothesis 27

3.5 Source of Data 28

3.6 Sampling and Sampling Procedure    28

3.7 Types of Data and Instrument for Data Collection 29

3.7.1 Validity and Reliability of the Instrument 29

3.8 Data Analysis 30

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Introduction 31

4.1 Presentation of Demographic Data 32

4.2 Analysis Of Respondents’ Response To Research Questions 34

4.3 Hypothesis Testing 40

4.4 Discussion Of The Findings 42

                                                                       viii


CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction 44

5.2 Summary of Findings 44

5.3 Conclusion 45

5.4 Recommendations 45

REFERENCES 46

APPENDIX (CES) 49


THE IMPACT OF MARKET SEGMENTATION ON ORGANISATIONAL PROFITABILITY

Share This

Details

Type Project
Department Business Administration and Management
Project ID BAM2263
Price ₦3,000 ($9)
No of Pages 50 Pages
Format Microsoft Word

500
Leave a comment...

    Details

    Type Project
    Department Business Administration and Management
    Project ID BAM2263
    Price ₦3,000 ($9)
    No of Pages 50 Pages
    Format Microsoft Word

    Related Works

    CHAPTER ONE BACKGROUND OF THE STUDY 1.1      INTRODUCTION Market segmentation is the process of dividing the different kinds of market into smaller customer division having certain relatively difference in characteristics that can be satisfied by an organization or a market. It can also be explained as a process sub-dividing a homogeneous... Continue Reading
    CHAPTER ONE INTRODUCTION 1.1       BACKGROUND TO THE STUDY In every society, consumers are the most important thing to consider while operating as any business. The satisfaction of these consumers now becomes the firm’s ultimate goal. In order too achieve this market it takes a lot of marketing strategies. One of such strategies is market... Continue Reading
    ABSTRACT This project work titled “The Impact of Market Segmentation and Product Positioning On Banking Service” with reference to United Bank for Africa Plc Ahmadu Bello way Kaduna. Contains six chapters. It a body of knowledge in the field of business, that marketing concept which are applied in the manufacturing industry are applicable in... Continue Reading
    (A case study of MTN, Ahmadu Bello Way Kaduna) ABSTRACT This project work titled “The Impact of Market Segmentation and Product Positioning In Service Industry” with reference to MTN Ahmadu Bello way Kaduna. Contains five chapters. It a body of knowledge in the... Continue Reading
    ABSTRACT This main aim of business is to seek, attract and retain customers who will use the company various products to meet their needs or solve their problems. Successful service organization must therefore understand how customers view services and in what ways it presents a different advantage relative to the company’s offering. Therefore... Continue Reading
    ABSTRACT This research work was embarked upon to determine the impact of corporate social responsibilities on organisational profitability– case study of Guinness Nigeria Plc. To ensure an efficient research study three different categories of respondents were involved in the study. Firstly, Hundred (100) questionnaires were administered by the... Continue Reading
    (A CASE STUDY OF FIRST BANK, FIRST CITY BANK, STERLING BANK, UBA AND ZENITH BANK) ABSTRACT The purpose of the study is to gain a better understanding of the theoretical and empirical relationship between market orientation practices (intelligence... Continue Reading
    (CASE STUDIES OF GUINNESS NIGERIA PLC AND. NIGERIAN BREWERIES PLC) CHAPTER ONE INTRODUCTION 1.0     BACKGROUND TO THE STUDY The impact and effect of market segmentation with the view of globalization throughout the world 'be it... Continue Reading
    THE EFFECT OF MARKET SEGMENTATION AND POSITIONING OF COMPANY PERFORMANCE ABSTRACT This project work was an attempt to investigate the effect of market segmentation and position of company performance. The main objectives were:- The main objectives were: To know what market segmentation and positioning is al about as it involves the company under... Continue Reading
    ABSTRACT This study is a research into The Effect of Market Segmentation and Positioning on Company Performance in Selected Textbook Publishing firms in Owerri.  The study seeks to find out how market segmentation and product positioning helps the firms in achieving greater part of it’s sales objectives.  In an attempt to carry out the study... Continue Reading