THE EFFECT OF MARKET SEGMENTATION ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF AIICO INSURANCE PLC AND AFRICAN ALLIANCE INSURANCE LTD)


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+234 8130 686 500
or
+234 8093 423 853



color:black">This study attempts to examine



the effect of market segmentation as a tool for improving the performance of


insurance companies. Insurance companies are always seeking alternative ways to


improve the level of satisfaction among their customers; market segmentation


may be a useful tool.
Market


Segmentation is essential and necessary for any organization trying to survive


in the global market. Consumer demands are diverse and all demands have to be


met as effectively as possible. Therefore organizations that sell a product or


service has to know who their various target markets and segment their product


in a way that suits each segment identified. This study looks at the


segmentation process and how segmentation can be effectively utilized to improve


the sales volume of Insurance services. Both primary and secondary sources of


data collection were used and analyzed by trend analysis. The research revealed


that once products or services were tailored to suit various types of consumer


segments, then requirements will be met, thus satisfaction, therefore


increasing the level of demand of that product or service. The research


concludes that effective consumer segmentation can increase the level of demand


of a product or service, of an organization. It has also been recommended that


profit making organization should always work around segmenting customers of


their product or service if they want to increase sales and organizational


performance in their organization.



"Times New Roman";mso-fareast-language:EN-GB">TABLE OF CONTENT









EN-GB">Title Page









EN-GB">Declaration









EN-GB">Certification









EN-GB">Approval Page









EN-GB">Dedication









EN-GB">Acknowledgement









EN-GB">Abstract









EN-GB">Table of Contents









"Times New Roman";mso-fareast-language:EN-GB">Chapter One









EN-GB">Introduction









EN-GB">1.1 Background of the study          -           -           -           -           -           -           1









EN-GB">1.2 Statement of the Problem         -           -           -           -           -           -           6









EN-GB">1.3 Research Questions       -           -           -           -           -           -           -           7









EN-GB">1.4 Objective of the Study  -           -           -           -           -           -           -           7









EN-GB">1.5 Research Hypothesis    -           -           -           -           -           -           -           8









EN-GB">1.6 Significance and Limitation Of The Study    -           -           -           -           8









EN-GB">1.7 Scope and Limitation Of The Study   -           -           -           -           -           9









EN-GB">1.8 Definition of Terms       -           -           -           -           -           -           -           10









"Times New Roman";mso-fareast-language:EN-GB">Chapter Two







Literature


Review









EN-GB">2.1 Introduction        -           -           -           -           -           -           -           -           12









EN-GB">

 









EN-GB">

 









EN-GB">2.2
Conceptual Framework of the study   -           -

mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN-GB">           -           -           -           12









EN-GB">2.3
Market Segmentation


Product Offer of AIICO Insurance and African Alliance


mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN-GB">            23









EN-GB">2.4
Insurance Marketing and Market


Segmentation


mso-fareast-language:EN-GB">   -           -           -           -           35









EN-GB">2.5


bold">Market Segmentation Criteria


"Times New Roman";mso-fareast-language:EN-GB">       -           -           -           -           -           -           23









EN-GB">2.6
Importance of Segmentation to Insurance


Companies


mso-fareast-language:EN-GB">     -           -           -           41









EN-GB">2.7
An Evaluation of the Nigerian Insurance


Market Segment


mso-fareast-language:EN-GB">          -           -           44









EN-GB">2.8


18.0pt;mso-ansi-language:EN-US;mso-bidi-font-weight:bold">Market Segmentation


Process – Seven Steps


"Times New Roman";mso-fareast-language:EN-GB">       -           -           -           -           48









EN-GB">2.9
Market segmentation, Targeting


and Positioning Process


mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN-GB">      -           -          


mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN-GB">52       









EN-GB">2.10


mso-font-kerning:18.0pt;mso-ansi-language:EN-US">Marketing Strategies for


Insurance Companies


mso-fareast-language:EN-GB">  -           -           -           -           56









EN-GB">2.11
Market segmentation


implementation challenges


"Times New Roman";mso-fareast-language:EN-GB">           -           -           -           58









EN-GB">2.12
Market Segmentation

mso-ansi-language:EN-US">Challenges of Insurance Companies and Solution


mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN-GB">          59









"Times New Roman";mso-fareast-language:EN-GB">Chapter Three









EN-GB">Research Methodology









EN-GB">3.1 Introduction        -           -           -           -           -           -           -           -           64









EN-GB">3.2 Research Design            -           -           -           -           -           -           -           -           64









EN-GB">3.3 Population and Sampling Technique  -           -           -           -           -           65









EN-GB">3.4 Method Of Data Collection      -           -           -           -           -           -           66









EN-GB">3.5 Procedure for Data Analysis - -           -           -           -           -           -           68









EN-GB">3.6 Justification of Method -          -           -           -           -           -           -           69









"Times New Roman";mso-fareast-language:EN-GB">Chapter Four









EN-GB">Data Presentation and Analysis









EN-GB">4.1Introduction         -           -           -           -           -           -           -           -           70









EN-GB">4.2Data Presentation and Analysis           -           -           -           -           -           -           71









EN-GB">

 









EN-GB">

 









EN-GB">4.3 Test of Hypothesis        -           -           -           -           -           -           -           79









EN-GB">4.5 Interpretation of Findings        -           -           -           -           -           -           87









"Times New Roman";mso-fareast-language:EN-GB">Chapter Five









EN-GB">Summary, Conclusion and Recommendations









EN-GB">5.1 Summary -           -           -           -           -           -           -           -           -           89









EN-GB">5.2 Conclusion         -           -           -           -           -           -           -           -           89









EN-GB">5.3 Recommendations         -           -           -           -           -           -           -           90







THE EFFECT OF MARKET SEGMENTATION ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF AIICO INSURANCE PLC AND AFRICAN ALLIANCE INSURANCE LTD)
For more Info, call us on
+234 8130 686 500
or
+234 8093 423 853

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    Details

    Type Project
    Department Business Administration and Management
    Project ID BAM4814
    Fee ₦5,000 ($14)
    No of Pages 103 Pages
    Format Microsoft Word

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