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Marketing segmentation as a tool for organizations survival and growth in Nigeria

 Department: Marketing  
 By: usericon Victech  

 Project ID: 6739
   Rating:  (5.0) votes: 1
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This research work is to examine market segmentation as a tool for an organization’s survival and growth in Nigeria using (Nigerian Brewery PLCPlc as a case study). The objective of this study is to analyze market segmentation as a tool by organizations in Nigeria. Businesses are set up with funds to achieve certain objectives. The fundamental objective is not just to survive, but also to provide an adequate return on investment to shareholders. To achieve this obligation, the product or service of the organization must be successful in the market and this could be possible only through effective market segmentation. The data used in this research was collected from primary and secondary and the method used in analyzing the data was simple percentage in a tabular form. Chi-square was used in testing the hypothesis. The researcher finds out that focusing on a segment of the market enhances profitability and customer satisfaction. It was recommended that, when a distinct brand of products are produced, effort should be made to position a brand well and also make sure that the brand reaches the targeted customers.     ...
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