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 3000
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
EVALUATION OF KNOWLEDGE AND ATTITUDE OF NURSES TO INFORMATION TECHNOLOGY ON NURSING CARE DELIVERY IN ENUGU METROPOLIS
SIGNIFICANCE OF THE STUDY
The world has witnessed an information revolution, a combination of massive increase in the wo...
EFFECT OF MOTHER TONGUE INTERFERENCE IN THE STUDY OF ENGLISH LANGUAGE IN SECONDARY SCHOOL
Abstract
The topic of the study is the effects of mother tongue in the study of English language in secondary scho...
PERFORMANCE OF BROILER CHICKENS FED BITTER LEAF AND MORINGA LEAF MEAL BASED DIETS UNDER SINGLE PHASE FEEDING REGIME
ABSTRACT
The effect of feeding bitter leaf and moringa leaf meals based diets under single phase feed regime on growth performance, nutri...
A CONTEXTUAL ANALYSIS OF SELECTED ARTIFACTS IN THE NIGER STATE MUSEUM
ABSTRACT
The creative abilities of humans have allowed them through time to manipulate and control thei...
IMPACT OF LAISSEZ-FAIRE LEADERSHIP STYLE ON EMPLOYEE PRODUCTIVITY IN PRIVATE ORGANIZATIONS IN NIGERIA
Statement of the problem
Employees' job performance, attitudes, and behaviors toward the company ma...
EXAMINING THE DEVELOPMENT OF VOCATIONAL TRAINING PROGRAMS FOR SMART WASTE MANAGEMENT TECHNOLOGIES
ABSTRACT: Developing vocational training programs for smart waste management technologies is crucial for addressing the challenges of modern w...
THE IMPACT OF RECYCLING IN PRESERVING THE ENVIRONMENT
ABSTRACT
Waste has been identified as a huge environmental and health problem that if left unchallenged can hinder healt...
BENEFITS OF EARLY CHILDHOOD EDUCATION IN REDUCING AGGRESSION
ABSTRACT: This study explores the benefits of early childhood education (E...
THE IMPACT OF REAL-TIME CUSTOMER FEEDBACK ON BUSINESS OPERATIONS
THE IMPACT OF REAL-TIME CUSTOMER FEEDBACK ON BUSINESS OPERATIONS
This study aimed to determine the impact of real-time c...
DETERMINANTS OF INVESTMENT IN NIGERIA (1985 - 2011)
ABSTRACT
In recent times, there has been growing concern about the rising but volatile rate of investments in Nigeria. Thus concern stem...
