An assessment of product market segmentation on targeted advertising: A case study of a smartphone brand in Abuja
- 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 broader market into subsets of consumers with shared characteristics. A smartphone brand in Abuja has implemented segmentation strategies to tailor its advertising campaigns to specific consumer groups such as tech enthusiasts, budget buyers, and premium users (Ibrahim, 2023). Targeted advertising based on segmentation aims to increase relevance, improve engagement, and boost conversion rates by delivering personalized messages. By analyzing consumer demographics, psychographics, and usage patterns, the brand seeks to refine its marketing communications and allocate advertising budgets more efficiently (Chukwu, 2024). Effective segmentation can result in higher customer acquisition rates and improved return on investment in digital campaigns (Afolabi, 2025). However, there is limited empirical evidence on the direct benefits of market segmentation on targeted advertising effectiveness. This study examines how product market segmentation drives targeted advertising outcomes, measuring indicators such as click-through rates, conversion metrics, and overall sales performance.
Statement of the problem
Although product market segmentation is widely adopted, its effectiveness in improving targeted advertising outcomes for the smartphone brand in Abuja is not clearly documented. Inaccurate segmentation or misaligned messaging can lead to suboptimal campaign performance (Ibrahim, 2023). Moreover, competitive pressures and rapidly changing consumer preferences may limit the impact of segmentation efforts. This study aims to address these challenges by evaluating the relationship between segmentation strategies and targeted advertising performance, identifying key elements that drive higher consumer engagement and conversion (Chukwu, 2024).
Objectives of the study:
To assess the impact of market segmentation on targeted advertising effectiveness.
To identify critical segmentation factors that enhance advertising performance.
To provide recommendations for optimizing targeted advertising strategies.
Research questions:
How does market segmentation influence targeted advertising outcomes for a smartphone brand?
Which segmentation criteria are most effective in improving ad performance?
How can targeted advertising be optimized based on segmentation insights?
Significance of the study
This study is significant as it offers insights into the role of market segmentation in enhancing targeted advertising for smartphone brands. Findings will enable firms in Abuja to better tailor their advertising strategies to meet consumer needs and increase engagement. The research contributes to academic knowledge on segmentation and provides practical recommendations for optimizing targeted marketing efforts (Chukwu, 2024).
Scope and limitations of the study:
The study is limited to evaluating product market segmentation and its impact on targeted advertising for a smartphone brand in Abuja. Results may not be applicable to other industries or regions.
Definitions of terms:
Market Segmentation: The process of dividing a market into distinct groups with similar characteristics.
Targeted Advertising: Advertising tailored to specific consumer segments.
Smartphone Brand: A company that designs and markets mobile devices.
Related Project Materials
An Assessment of Joint Regional Programs on Resource Sharing in Kontagora Local Government Area, Niger State
Background of the Study
Resource sharing through joint regional programs has become a critical strategy...
The Role of Financial Derivatives in Hedging Market Risks in Nigeria: A Case Study of Nigerian Stock Market Investors
Background of the Study
Financial derivatives, such as futures, options, and swaps, are critical tools for managing mark...
An investigation of viral content strategies on social media engagement: A study of a youth brand in Port Harcourt
Background of the study
Viral content strategies have emerged as a powerful means to capture the attention of digital audi...
The Impact of Disease Surveillance Policies on Early Detection of Outbreaks in Plateau State
Background of the Study
Disease surveillance is a critical component of public health systems, enabling...
The Contribution of Agricultural Fairs to Rural Development in Zaria Local Government Area, Kaduna State
Chapter One: Introduction
1.1 Background of the Study
Agricultural fairs serve as a platform f...
IMPACT OF PRODUCT ADVERTISEMENT ON SALES VOLUME OF COMPANIES
ABSTRACT
Advertising is directed to the consumers or target audiences through various media in order to present and prom...
EFFECTS OF AGRICULTURAL INSURANCE ON SURVIVAL OF SMALL FARM HOLDERS IN NIGERIA
Background of the Study
In view of persistent and wide forms of risks facing their means of living farm...
The Impact of Health Policies on Non-Communicable Disease Prevention in Gombe State
Background of the Study
Non-communicable diseases (NCDs) such as cardiovascular diseases, diabetes, chr...
The effect of public‐private partnerships on the development of school sports in Ilorin West Local Government Area, Kwara State
Background of the Study
Public–private partnerships (PPPs) have increasingly emerged as a pivotal model for financing and managing...
The impact of forensic anthropology on police investigations in Bende Local Government Area, Abia State
Background of the study:
Forensic anthropology has increasingly become a valuable asset in police investig...
