ENHANCING THE SALES OF CONSUMER GOODS USING MARKET SEGMENTATION (A CASE STUDY OF PZ, CALABAR)
TABLE OF CONTENT
Title page- - - - - - - - - - i
Declaration - - - - - - - - - ii
Approval pages - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement- - - - - - - - v
Abstraction- - - - - - - - - vi
Table of content - - - - - - - - vii
CHAPTER ONE
1.0 Introduction - - - - - - - 1
- Background of the study - - - - - 3
- Statement of the problem - - - - - 6
- Purpose of the study - - - - - - 7
- Significance of the study - - - - - 8
- Statement of hypothesis - - - - - 9
- Delimitation and Scope of the study -- - - 10
- Definition of the terms - - - - - - 12
CHAPTER TWO
Literature Review
- Introduction- - - - - - - - 15
- Marketing segmentation- - - - - - 15
- Historical perspective/background of Peterson Zochonia 17
- Importance of marketing segmentation - - - 20
- Condition for effective segmentation - - - 22
- Basis for marketing segmentation - - - - 23
- Target market - - - - - - - 33
- Differentiated marketing - - - - - 35
- Validity and viability of market segmentation - - 37
- Segmentation and target - - - - - 41
- Segmentation and profitability - - - - 43
- Market segment and company asset - - - 45
- Benefit of segmentation - - - - - 45
CHAPTER THREE
- Introduction - - - - - - - 49
- Area of study - - - - - - - 49
- Research design - - - - - - - 50
- Population of study- - - - - - - 50
- Sample size and sampling techniques- - - - 50
- Instruments for data collection - - - - 51
- Administration of the instrument - - - - 52
- Method of data analysis and presentation - - - 53
CHAPTER FOUR
Data Presentation and Analysis
4.0 Introduction - - - - - - - 54
- Characteristic and classification - - - - 54
- Presentation and analysis of management questionnaire 57
- Presentation and analysis of customer and distribution questionnaire - - - - - - - 66
- Proof of hypothesis - - - - - - 72
CHAPTER FIVE
Summary, Conclusions and Recommendations
5.1 Introduction - - - - - - - 76
- Summary - - - - - - - - 76
- Conclusion - - - - - - - - 78
- Recommendations - - - - - - 82
Bibliography - - - - - - - - 86
Appendix - - - - - - - - 58