ABSTRACT
This research project is very crucial study of the effect of segmentation in the target marketing of NBL plc Enugu. To solve the research problem primary and secondary data were collected. The research instrument used in collecting the data were questionnaire and personal oral interview. The respondents compaesed the event staff/management and the customers of the company. In the organizing and presenting data collected tables, frequencies and percentage were used. The various hypothesis were tested. OP the (S27) questionnaire was distributed, 400 to customer out of which 325 were refurned, representing 840, 87 to distributors out 012 80 were refurned representing 93%. The objectives of this project are to find out the role of segmentation on the target marketing of NBL product. To find out the major problem falling on segmentation their product services. The conclusion of the study, CS that organization without an efficient segmentation of market for those product from heterogeneous to homogenous is like an organization without plans to achieve organizational objective. This is because every Brewery product has whose reason for making them available and segmenting these will ensure that are purpose of the Brewery product with treaty every product separately, is the foundational basis for profitability of an organization. To end this, various recommendation have been made to both organization to the Brewery industry, which is believe will helps to ensure and facolotate the educational level of NBL drink customer increase the profit of the patronge received from the customers, the educational level of the aspons marketer who are willing to enter the made for the first time.
CHPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In this modern and dynamic world, marketers look at the overall market as a body consisting of many smaller parts whose elements have some common characteristics. They are mostly distinct from the entire market. For marketers entering a market, the total market must be divided into segments or division being similar internal of wants and need or behaviours. This therefore, results to designing its own programme which will be developed for its best satisfaction. Adirika, Ebue, Nnolom (1997:40) noted that most marketers are too large for an organization market. Some delimitation of the market is necessary for the sake of efficiency and because of limited resources. This takes up to market segmentation.
According to Edoga and Ani (200:18) market segmentation is defined as the process of dividing the total market into several relatively homogenous groups with similar product interest. This process according to them requires marketers to identify factors that effect purchasing decision so that consumer can be grouped accordingly. Adirika, Ebue and Noolom (1997:30) sees marketing segmentation as the subdividing of a heterogeneous market into homogenous subset or groups of customers so that each subset can conceivably be selected as a separated market target to be reach with a district marketing, mix. They further noted that in segmentation and consequently target marketing, organization endeavour to serve target market that they are able to satisfy efficiently and effectively, and not just any group of buyers that seems to represent a sizeable market. These includes the marketing of drinks.
Adirika (1992, 2-9) believe that the battles for the heart, mind and pocket book of the customers will be won by a block by block store by purchase, by bases. This strategy is based on the premise that customers have different test which change over town and that these customers and variety (customizable every organization including Brewery industries must make decision on two areas of needs:
- what need to serve and
- whose needs to serve
market consists of buyers who differ this wants, purchasing power, Geographical locations buying attitudes and buying practices. Any of the variables can be used to segment a market in today's marketing environment, where are have an our grouping economy segmentation is giving a better view of what marketing concept is all about. A company that decides to operate on a broad or differentiated market whether consumer industrial reseller or government recongguishes that of normally cannot serve all customer in that given market.
Edoga (1995:86) believes that market segmentation is disagregative on its several demand schedules where only one was recognized before market segmentation, this is a device which is used in assisting management to divide a given total market demand into sets that are relatively homogenous and have certain specified characteristics by which they are identified. Market segmentation is customer oriented and hence, it is consistent concept. In segmenting, we first identify the needs and want of customers (consumers) within a sub market and then decide if it practical to develop a marketing mix to satisfy those wants. Management can do a better marketing job and make efficient use of its resources by tailoring marketing programmes to individuals market segment.
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