ABSTRACT
This research project examine the effects of market segmentation on performance of brewery industry with special reference to Guinness Nigeria Plc. And Nigerian Breweries Plc.
The research design took both an inferential and a descriptive approach. A sample size of One hundred was drawn from the population. A hundred questionnaires were distributed randomly to stratified groups among the staff of De-United Food Industries Plc. Eighty five respondents duly filled and returned the questionnaires. A 5 – point likert scale was developed and validated to collect information from the respondents.
The data collected was analyzed with basic descriptive statistics such as frequency and simple percentages. Chi-square analysis was also made. The core findings from the results obtained show that there is a significant correlation between Integrated Marketing Communication and level of sales, Integrated Marketing Communication promotes brand loyalty, and Integrated Marketing Communication increases consumer’s awareness of a particular product.
Conclusion was draw from the summary of the result. Various remarks and recommendations were proffered to the organization of study.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire