ABSTRACT
This project work was an attempt to investigate the effect of market segmentation and position of company performance. The main objectives were:-
The main objectives were:
To know what market segmentation and positioning is al about as it involves the company under study.
To known how the company’s sales is structured.
This could be geographically, regionally or customer structured and if it can determine or known its target customers.
To know if the companies actually applies market segmentation and positioning in the sales of its product.
Based on the objectives of the study, two (2) hypotheses were formulated. The populations of study were drawn from the customers, of selected textbook companies in Enugu. Bourley’s formular was used to determine the sample size. Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected.
Based on the analysis, the following findings were made;
In testing the result of the analysis with hypothesis number one, it was gathered from the analysis that the company use market segmentation and positioning to achieve the market target of the company.
The hypothesis number two(2) showed that the operations of the organization are regionally structured.
The research therefore made the following recommendation:-
1. On the issues of finance, the research strongly recommend that adequate provision of capital should made.
2. The organization should also engage more in market research and survey.
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
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