ABSTRACT
Today in the global market environment, there are many buyers, these buyers differ in one or more variable. Thus, the differences may include the wants, purchasing power, geographical location, buying attitudes, any of these variables stand as a basis of segmenting a market. Segmentation is a marketing terminology used in the marketing field and is of great importance for any product that dreams of passing through the preliminary growth stage to the maturity stage in the product life cycle. This research work is meant to critically appraise the bases for market segmentation in a service organization focusing on Etisalat, Enugu. For a successful completion of this research work, the researcher will make use of both primary and secondary methods of data collection for gathering information. Primary data were collected through.
a) Questionnaire administration
b) Oral interview, and
c) Personal observation
Secondary data were collected through
a) Periodicals and journals
b) Textbook and lecture notebooks and
c) Internet
The data collected were presented in tasks and analyzed with simple percentage. Having carefully carried this study on the bases for market segmentation in a service organization, it was found out. That market segmentation as practiced by Etisalat lead to increased patronage of their products and services. Based on the findings of the study the research made the following recommendation marketing organization including the telecommunication industries are advised to practice market segmentation because it reduces the risk which the organization experience when not practiced.
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