ABSTRACT
The project work was an attempt to investigate the impact of segmentation on customer satisfaction. The main objectives were. To determine the impact of market segmentation in regard to patronages, to determine whether market segmentation lead to increase in customer patronage and to determine the role of segmentation in the market of MTN products. Bases on the objective of the study, five research question were formulated. The populations of study were drawn from the customer of MTN in Enugu metropolis. Bourley’s formular was used to determine the sample size. Questionnaire and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyze data collected. Based on the analysis the following findings were made; the researcher discovered that the company (MTN) segments that product effectively in order to maximize growth sales and also the researcher discovered that there are increase in sales volume as a results of effective product segmentation. The researcher therefore made the following recommendations; the company should embark on marketing research in line with customers relationship so as to be able to interpret and understand customers relationship so as, to be able to interpret and understand customer behavior and also they should enlarge the scope of their coverage especially the rural areas where their mass is not sited.
TABLE OF CONTENTS
Title Page ii
Approval iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Contents vii
List of Tables viii
CHAPTER ONE
Introduction
1.1 Background of the study 1
1.2 Statement of Problem 4
1.3 Objective of the Study 5
1.4 Research Questions 6
1.5 Significance of the Study 6
1.6 Scope of the Study 7
1.7 Limitations of the study 7
1.8 Definitions of Terms 8
CHAPTER TWO
2.0 Review of Literature 11
2.1 An Overview of Market Segmentation 11
2.2 Objective of Market Segmentation 12
2.3 Segmentation Criteria 14
2.4 Conditions for effective market Segmentation 18
2.5 Evaluation of market Segmentation 20
2.6 Impact of Segmentation on Customers Satisfaction 23
2.7 Segmentation in MTN 25
2.8 Subgroup served by MTN 27
2.9 Product used for each Market Segment of MTN 28
2.10 Implication and Application of MTN Segmentation in satisfactory their customers 29
2.11 The basis of MTN segmentation in Enugu Metropolis 29
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
Research Design
3.0 Research Methodology 32
3.1 sources of Data 32
3.2 Population of the study 32
3.3 Sample Size Determination 33
3.4 Sampling Techniques 33
3.5 Research Instrument Used 35
3.6 Method of Questionnaire Administration 35
CHAPTER FOUR
DATA PRESENTATIONS AND ANALYSIS
4.1 Presentation and Analysis Of Data 37
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1 Summary of Findings 48
5.2 Recommendations 49
5.3 Conclusion 50
Bibliography
Appendix