ABSTRACT
This study is a research into The Effect of Market Segmentation and Positioning on Company Performance in Selected Textbook Publishing firms in Owerri.
The study seeks to find out how market segmentation and product positioning helps the firms in achieving greater part of it’s sales objectives.
In an attempt to carry out the study effectively, a total sample of seven firms were judgementally selected.
This sample random sampling technique and the chi-square statistical tools was used for this study:-
i) From the analysis of the data, it was deduced that the selected firms consider the application of market segmentation and positioning as very important part of firm’s sales objectives.
ii) The selected firms also use product positioning to achieve their aims.
iii) The firms marketing operations are regionally structured. However, it was noted that the firms is selling to all the academic field.
Finally, the following suggestions were seen:
a) There should be adequate provision of funds.
b) The firms should engage more in market research and survey; the organizations should put in more effort to train their sales executives.
c) They should improve on advertising and other sales promotional mix.
d) Lastly, the issue of transportation and distributional facilities should be improved.
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