EFFECTS OF MARKETING SEGMENTATION ON SALES PERFORMANCE IN BEVERAGES INDUSTRY

INTRODUCTION Marketing has over the years advanced from various concepts and philosophies, which include the production concept, selling concepts, and product concepts.  The marketing concept is viewed from the customers orientation philosophy which seek to identify unsatisfied consumer needs and wants, and this develops goods and services tailored towards filling up and satisfying such needs though not all organization practices this concept but successful firms embark on it. Given the intense and growing competition, the global quest for profitable  sites amongst marketers of goods and services, it has become mandatory for  firms to adopt strategies in order to excel, grow and remain  in the market in order to achieve acting organizational objectives.  Marketing strategies are developed from marketing objectives and overall organizational objectives. Marketing strategies includes, the marketing objective of increase in sales, higher market shares and growth market penetration awareness ovation to mention a few. In order to achieve these goals and objectives, marketing evaluation and strategies are developed and implemented.
TABLE OF CONTENTS Declaration Approval Page Dedication Acknowledgement
CHAPTER ONE 1.0INTRODUCTION 1.1BACKGROUND  OF THE STUDY  1.2STATEMENT OF THE RESEARCH  PROBLEM 1.3BRIEF HISTORY OF CADBURY NIGERIA 1.3.3OBJECTIVE OF THE STUDY 1.4SIGNIFICANCE OF THE STUDY 1.5STATEMENT OF HYPOTHESIS 1.6DELIMITATION OR SCOPE OF THE STUDY  1.7DEFINITION OF TERMS 
CHAPTER TWO 2.0INTRODUCTION 2.1LITERATURE REVIEW (DEFINITION OF MARKET) 2.2MASS MARKET 2.3MARKET SEGMENTATION ITS MEANING AND DEFINITION 2.4BENEFIT AND LIMITATION OF MARKET SEGMENTATION, EFFECTIVE STRATEGY 2.5CONDITION FOR EFFECTIVE SEGMENTATION 2.6APPROACHES TO MARKET SEGMENTATION 2.6.1ULTIMATE CONSUMERS 2.6.2INDUSTRIAL USERS  2.6.3GEOGRAPHIC SEGMENTATION 
CHAPTER THREE RESEARCH METHODOLOGY 3.0INTRODUCTION 3.1     RESEARCH METHOD OF APPROACHES USED  3.2JUSTIFICATION FOR APPROACH USED 3.3RESEARCHER INSTRUMENTS USED 3.3.1DEVELOPMENT USE OF QUESTIONNAIRE 3.3.3DOCUMENTATION 3.3.2PERSONAL  INTERVIEW  3.4RESEARCH POPULATION AND SAMPLE 3.5JUSTIFICATION FOR SAMPLE SIZE  3.6SAMPLING PROCEDURE EMPLOYED 3.7JUSTIFICATION OF SAMPLING PROCEDURE EMPLOYED 3.8STATISTICAL TECHNIQUES USED IN ANALYING DATA 3.9STATEMENT OF HYPOTHESIS
CHAPTER FOUR DATA PRESENTATION AND ANALYSIS 4.1INTRODUCTION 4.2DATA PRESENTATION AND ANALYSIS INTRODUCTION 
CHAPTER FIVE 5.0DISCUSSIONOF RESULTS 5.1DICUSSION OF THE RESULT OF CUSTOMERS  5.3PROOF AND TESTING OF HYPOTHESIS
CHAPTER SIX SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATIONS. 6.0INTRODUCTION 6.1SUMMARY OF FINDINGS 6.2CONCLUSION  6.3RECOMMENDATIONS