0704-883-0675     |      dataprojectng@gmail.com

EFFECT OF MARKET SEGMENTATION ON SALES PERFORMANCE OF BEVERAGE INDUSTRIES

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 5000

Abstract

This research project was carried out on the effect of market segmentation on sales performance of beverage industries. Cadbury Nigeria Plc was used as case study. To solve the research problem primary and secondary data were collected.  The research instrument used in collecting the data were questionnaire and personal oral interview.  The respondents compassed the event staff/management and the customers of the company. The study was conducted using the descriptive study design, employing both quantitative and qualitative approaches.  The   target population was the organization marketing managers in selected international organizations in Nigeria. The study sampled 17 marketing directors. The main source of primary data was individual questionnaires served to marketing executives of the Nigerian breweries. Descriptive Statistics techniques was used to produce data such as mean, standard deviation, frequencies and percentages. Inferential statistics techniques were used to test the various correlations that exist among variables. The findings of the study indicate that there is a moderate linkage which exists between market segmentation and access to diverse markets in international business environments. The study found that the marketing departments in the organizations have a well educated workforce undertaking their delivery of services in this field. It found that while the organizations were recruiting new staff in the marketing departments, they were also keen on maintaining staff for continuity of organization culture. It found that most of the respondents feel that their sales growth is high and that most organizations are doing quite well in growing the revenue from sale of services. The results are also significant for theory, policy and implementation purposes in marketing for services. The study recommended similar studies in other organizations in the service sector.





Related Project Materials

THE INFLUENCE OF STRATEGIC ALLIANCES ON BUSINESS PERFORMANCE

This study examines the influence of strategic alliances on business performance. Objectives include: (1) evaluating the impact of alliances on mar...

Read more
Exploring AI-Based Image Recognition for Automated Student ID Verification: A Case Study of Federal University, Lokoja (Lokoja LGA, Kogi State)

Background of the Study
The traditional method of student identification in universities typically involves the use of physical student ID c...

Read more
An Appraisal of Nurses’ Preparedness in Handling Mass Casualty Incidents in Federal Medical Centre, Katsina State

Background of the Study

Mass casualty incidents (MCIs), including natural disasters, road traffic acc...

Read more
An Examination of the Role of HRM in Managing Workplace Diversity in United Bank for Africa, Kebbi State

Background of the Study

Workplace diversity refers to the presence of employees from different cultural, racial, gender, and professional...

Read more
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...

Read more
EVALUATION OF THE IMPACT OF ECONOMIC EMPOWERMENT AND DEVELOPMENT STRATEGY ON POVERTY ALLEVIATION IN TARABA STATE

ABSTRACT

The study evaluates the impact of Taraba State Economic Empowerment and Devel...

Read more
Design of an Alumni Management System for Federal College of Education, Zaria

Background of the Study

Alumni management is an essential component of higher education institutions, a...

Read more
ANTILIPIDEMIC EFFECT OF WATER (H20) EXTRACT OF DESMODIUM VELUTINUM LEAVES ON ALBINO WISTAR RATS

ABSTRACT

This study evaluated the antilipidemic activity of water extracts from leaves of Desmodium velutinum on albino wistar rats. The...

Read more
An Investigation of the Role of Social Support Systems in Preventing Elderly Depression in Nasarawa State

Background of the Study

Social support is widely recognized as a critical factor in pr...

Read more
IMPACT OF STRATEGIC MANAGEMENT ON PRODUCTIVITY AND PROFITABILITY OF A BUSINESS ORGANIZATION

Abstract

The study focused on strategic management as a tool for the attainment of organizational perfo...

Read more
Share this page with your friends




whatsapp