ABSTRACT
The project work was an attempt to investigate the impact of segmentation on customer satisfaction. The main objectives were. To determine the impact of market segmentation in regard to patronages, to determine whether market segmentation lead to increase in customer patronage and to determine the role of segmentation in the market of MTN products. Bases on the objective of the study, five research question were formulated. The populations of study were drawn from the customer of MTN in Enugu metropolis. Bourley’s formular was used to determine the sample size. Questionnaire and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyze data collected. Based on the analysis the following findings were made; the researcher discovered that the company (MTN) segments that product effectively in order to maximize growth sales and also the researcher discovered that there are increase in sales volume as a results of effective product segmentation. The researcher therefore made the following recommendations; the company should embark on marketing research in line with customers relationship so as to be able to interpret and understand customers relationship so as, to be able to interpret and understand customer behavior and also they should enlarge the scope of their coverage especially the rural areas where their mass is not sited.
TABLE OF CONTENTS
Title Page ii
Approval iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Contents vii
List of Tables viii
CHAPTER ONE
Introduction
1.1Background of the study 1
1.2Statement of Problem4
1.3Objective of the Study 5
1.4Research Questions 6
1.5Significance of the Study 6
1.6Scope of the Study 7
1.7Limitations of the study7
1.8Definitions of Terms 8
CHAPTER TWO
2.0Review of Literature11
2.1An Overview of Market Segmentation 11
2.2Objective of Market Segmentation 12
2.3Segmentation Criteria14
2.4Conditions for effective market Segmentation18
2.5Evaluation of market Segmentation 20
2.6Impact of Segmentation on Customers Satisfaction23
2.7Segmentation in MTN25
2.8Subgroup served by MTN27
2.9Product used for each Market Segment of MTN28
2.10Implication and Application of MTN Segmentation in satisfactory their customers 29
2.11The basis of MTN segmentation in Enugu Metropolis29
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
Research Design
3.0Research Methodology32
3.1sources of Data 32
3.2Population of the study 32
3.3Sample Size Determination 33
3.4Sampling Techniques 33
3.5Research Instrument Used 35
3.6Method of Questionnaire Administration 35
CHAPTER FOUR
DATA PRESENTATIONS AND ANALYSIS
4.1Presentation and Analysis Of Data 37
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1Summary of Findings 48
5.2Recommendations49
5.3Conclusion 50
Bibliography
Appendix