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

THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY

  • Type:Project
  • Pages:84
  • Format:Microsoft Word
(Marketing Project Topics & Materials)
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 the banking sector. The focus of this project is base on the introduction of the subject matter, background of the subject matter, statement of the problem and the research of the objective for the study was also made. However, the research scope, significance of the study, including the limitation were highlighted and clarified, also definition of terms used during the study were stated. The literature reviews were carried out, also questionnaire were administered to collected data from the management and staffs of the bank and a simple percentage was used to analyze the collected data for easy understanding. Research population and sample size, a sample size of 12 were taken from the population of 24 of only the management and staff of the bank. The discussion of the result and proof of hypothesis have been carried out and the hypotheses are: the null and the alternate hypothesis. 
Ho: United Bank for Africa does not apply market segmentation philosophy to realize its objective.
H1: United Bank for Africa apply market segmentation philosophy to realize its objective.
Proof Hypothesis: The Null hypothesis is rejected while the alternate hypothesis was accepted. The study conclusively discovered that segmentation and product positioning is a vital tool for any business, it is recommended that United Bank for Africa should continue to segment, this is because, the net effect will be sustainable profitability.  

TABLE OF CONTENTS
Title page - - - - - - - - - i
Declaration - - - - - - - - ii
Approval - - - - - - - - - iii
Dedication - - - - - - - - iv
Acknowledgement - - - - - - - v
Abstract - - - - - - - - - vi
Table of Content - - - - - - - vii

CHAPTER ONE 
1.0 Introduction - - - - - - - 1
1.1 Historical Background of UBA - - - - 4
1.2 Statement of the General Problem - - - 6
1.3 Statement of Hypothesis - - - - - 6
1.4 Objectives of the Study - - - - - 7
1.5 Aims of the Study - - - - - - 7
1.6 The scope and limitation of the study - - 8

CHAPTER TWO (Literature Review)
2.0 Introduction - - - - - - - 9
2.1 Definition of Market Segmentation- - - - 9
2.2 Evolution of market Segmentation - - - 11
2.3 Market Segmentation Strategies - - - 12
2.4 Condition for Effective Segmentation - - - 17
2.5 Bases for market Segmentation - - - - 19
2.6 The Business Marketing Segmentation - - 24
2.7 Segmentation and profitability - - - - 27
2.8 Benefit of marketing Segmentation - - - 29
2.9 Market Segmentation and Product Positioning - 31
2.10 Product Positioning - - - - - 34
2.11 Positioning Strategy - - - - - - 36
2.12 Service Marketing Mix - - - - - 41
2.13 Element in Service - - - - - - 43
2.14 Service Differentiation - - - - - 44

CHAPTER THREE: 
Research Methodology
3.0 Introduction - - - - - - - 45
3.1 Research Design - - - - - - 45
3.2 Research Population and Sample size - - 46
3.2.2 Sample Procedure employ - - - - - 47
3.3 Instrument for Data Collection - - - - 48
3.3.2 Method of Data Analysis - - - - - 51

CHAPTER FOUR: 
(Data Presentation and Analysis)
4.0 Introduction - - - - - - - 52
4.1 Opinion of Respondent - - - - - 52

CHAPTER FIVE: 
Discussion of result 
5.0 Introduction - - - - - - - 62
5.1 Discussion - - -- - - - - 62
5.2 Proof of Hypothesis - - - - - - 63
 
CHAPTER SIX 
(Summary, Conclusion and Recommendation)
6.0 Introduction - - - - - -- - 66
6.1 Summary - - - - - - - 66
6.2 Conclusion - - - - - - - 67
6.3 Recommendation - - - - - - 68
Bibliography
Appendix

THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY

Share This

Details

Type Project
Department Marketing
Project ID MKT0833
Price ₦3,000 ($20)
No of Pages 84 Pages
Format Microsoft Word

500
Leave a comment...

    Details

    Type Project
    Department Marketing
    Project ID MKT0833
    Price ₦3,000 ($20)
    No of Pages 84 Pages
    Format Microsoft Word

    Related Works

    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
    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 help the firms in achieving greater part of it’s sales objectives. In an attempt to carry out the study... Continue Reading
    (A CASE STUDY OF UNILEVER NIGERIA PLC ) ABSTRACT This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc. The study seeks to find out how product positioning helps the firms in achieving greater part of its sales... Continue Reading
    (A CASE STUDY OF UNILEVER NIGERIA PLC ) ABSTRACT This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc.         The study seeks to find out how product positioning helps the firms in achieving greater part of... 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
    ABSTRACT Today in the global market environment, there are many buyers, these buyers differ in one or more variable. Thus, the differences may include the wants, purchasing power, geographical location, buying attitudes, any of these variables stand as a basis of segmenting a market. Segmentation is a marketing terminology used in the marketing... Continue Reading
    ABSTRACT This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc in Enugu. The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives. In an attempt to carryout the study effectively, a total sample of seven firms were judgmentally selected. This... Continue Reading
    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... Continue Reading
    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
    Call Us
    Get this work
    whatsappWhatsApp Us