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
Investigating Public Confidence in News Media in Jalingo Local Government Area, Taraba State
Background of the Study
Public confidence in the news media is a cornerstone of democratic societies, influencing the cr...
An examination of Nyesom Wike’s stance on land allocation in Lugbe, FCT
Background of the Study
Nyesom Wike, appointed as the Federal Capital Territory (FCT) Minister in 2023, assumed office with...
The Effect of Pediatric Nurses’ Workload on the Quality of Care in Gombe State
Background of the Study
Pediatric nursing is a specialized field focused on the healthcare needs of c...
LARVICIDAL POTENTIAL OF EXTRACTS OF Persea americana SEED AND Chromolaena odorata LEAF AGAINST Aedes vittatus MOSQUITO
ABSTRACT
The larvicidal activity of various solvent (ethanol, ethyl acetate and n-hexane) extracts of Persea americana seed and Chromolae...
An investigation of multimodal translation challenges in Nigerian Pidgin educational videos
Background of the study
This study investigates the challenges of multimodal translation in Nigerian Pidgin educational vi...
ASSESSMENT OF AWARENESS AND PRACTICE FOR PROMOTION OF MENTAL HEALTH AMONG STUDENTS
-
-
Background of the study
-
According to the WHO definition (2...
The Impact of Traditional Media on Voting Behavior: A Study of Malumfashi Local Government Area, Katsina State
Background of the Study
Voting behavior is influenced by a multitude of factors, including socio-economic status, politi...
PATHOGENICITY of Heterodera sacchari (LUC AND MERNY) AND ITS INTERACTION WITH Botryodiplodia theobromae (PAT) ON SOME NERICA RICE CULTIVARS
ABSTRACT
The Cyst Nematode (CN), Heterodera sacchari, is an important pest that causes yield losses of upland rice. NERICA Rice (NR) is a...
An Exploration of Governmental Accounting in Promoting Healthcare Access in Karim Lamido LGA, Taraba State
Background of the Study
Access to quality healthcare is a fundamental right and a critical determinant of socio-economic de...
An Exploration of the Role of Governmental Accounting in Improving Fiscal Discipline in Lamurde LGA, Adamawa State
Background of the Study
Fiscal discipline refers to the ability of governments to control spending, prioritize investments, and avoid exc...
