An examination of market segmentation in product marketing on target audience reach: A case study of an electronics brand in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Market segmentation involves dividing a broad consumer market into sub-groups of consumers with shared characteristics, enabling more targeted and effective marketing. In Port Harcourt, an electronics brand has employed segmentation strategies to reach diverse consumer groups such as tech enthusiasts, professionals, and budget-conscious buyers. By tailoring marketing messages and product features to meet the unique needs of each segment, the brand aims to maximize its target audience reach and boost sales (Chinwe, 2023). This approach allows the company to allocate resources efficiently and design products that resonate with specific consumer preferences. Research indicates that effective segmentation enhances customer satisfaction and loyalty by providing personalized experiences (Okoro, 2024). Despite these benefits, there remains a need to evaluate how market segmentation in product marketing contributes to overall target audience reach and market penetration in emerging markets like Port Harcourt (Afolabi, 2025).
Statement of the problem
Although market segmentation is widely practiced, its direct impact on expanding target audience reach for the electronics brand in Port Harcourt is not well understood. There is uncertainty regarding whether segmentation efforts lead to significant improvements in market penetration or if they are overshadowed by broader market trends (Chinwe, 2023). Additionally, the challenges of accurately identifying and targeting specific consumer segments may limit the effectiveness of segmentation strategies. This study seeks to address these issues by examining the relationship between market segmentation and target audience reach, thereby providing insights into how segmentation can be optimized to enhance overall marketing performance (Okoro, 2024; Afolabi, 2025).
Objectives of the study:
To evaluate the impact of market segmentation on target audience reach.
To identify effective segmentation strategies that enhance market penetration.
To recommend improvements for optimizing segmentation in product marketing.
Research questions:
How does market segmentation influence target audience reach for an electronics brand?
Which segmentation strategies are most effective in capturing specific consumer groups?
How can the electronics brand optimize its segmentation approach to maximize market penetration?
Significance of the study
This study is significant as it investigates the role of market segmentation in enhancing target audience reach. The findings will provide actionable insights for electronics brands to refine their segmentation strategies, leading to improved market penetration and increased sales. The research contributes to academic discussions on market segmentation and offers practical recommendations for optimizing marketing efforts in competitive markets like Port Harcourt (Okoro, 2024).
Scope and limitations of the study:
The study is limited to evaluating market segmentation strategies for a specific electronics brand in Port Harcourt, Nigeria. Results may not be applicable to other product categories or regions.
Definitions of terms:
Market Segmentation: The process of dividing a market into distinct groups of consumers with common needs.
Target Audience Reach: The extent to which marketing efforts successfully engage specific consumer segments.
Electronics Brand: A company that designs, manufactures, and markets electronic products for consumers.
Related Project Materials
An examination of market disruption effects on investment banking: a case study of Fidelity Bank Nigeria
Background of the Study
Market disruptions, driven by technological advances, regulatory changes, and unexpected economic...
An Evaluation of Youth Political Participation and Electoral Processes: A Case Study of Damaturu Local Government, Yobe State
Chapter One: Introduction
1.1 Background of the Study...
The Impact of Political Culture on Voter Behavior: A Case Study of Sokoto LGA, Sokoto State
Chapter One: Introduction
1.1 Background of the Study
Political culture refers to the set of bel...
THE IMPLICATION OF NIGERIA VALUE ADDED TAX (VAT) ON THE PAYERS
ABSTRACT
This study was carried out to examine the the implication of Nigeria value added tax (vat...
JURISPRUDENTIAL ANALYSIS OF HOMOSEXUALITY AND SAME SEX MARRIAGES: SUPPORTING THE NIGERIAN PERSPECTIVE
ABSTRACT
Homosexuality is the romantic attraction, sexual attraction or sexua...
THE PROBLEMS OF EXAMINATION MALPRACTICE IN HIGHER INSTITUTIONS AND HOW TO SOLVE THEM
Abstract
The study investigated the problems of examination malpractice in higher institutions and how to solve them. Th...
The effect of stress on hair loss among market women in Ekwusigo Local Government Area, Anambra State
Background of the study
Market women in Ekwusigo face a multitude of stressors ranging from economic pres...
An Assessment of the Effectiveness of Community Outreach Programs in Ebola Prevention in Kebbi State
Background of the Study
Ebola Virus Disease (EVD) is a highly infectious and often fatal illness that h...
The effect of vocational education on students' ability to adapt to emerging technologies in Wushishi Local Government Area, Niger State.
Background of the Study
Vocational education has become increasingly vital in preparing students to navigate a rapidly evolving technolog...
An examination of improving accessibility of digital banking channels on financial inclusion: a case study of Union Bank of Nigeria
Background of the Study
Financial inclusion remains a critical objective in emerging economies, where lar...
