THE BASES FOR EFFECTIVE MARKET SEGMENTATION IN A SERVICE ORGANIZATION IN ENUGU METROPOLIS (A STUDY OF MTN NIGERIA LIMITED)

ABSTRACT  Today in the global market environment, there are many buyers, these buyers differ in one or more variable. Thus, the differences may include the wants, purchasing power, geographical location, buying attitudes, any of these variables stand as a basis of segmenting a market. Segmentation is a marketing terminology used in the marketing field and is of great importance for any product that dreams of passing through the preliminary growth stage to the maturity stage in the product life cycle. This research work on titled “The bases for effective market segmentation in a service organization. (A case study of MTN, Enugu). For a successful completion of this research work, the researcher made use of both primary and secondary methods of data collection for gathering information.  The data collected were presented in table form and analyzed with simple percentage. Having carefully carried out this study on the bases for market segmentation in a service organization, it was found out. That market segmentation as practiced by MTN lead to increased patronage of their products and services. Based on the findings of the study the research made the following recommendation of marketing organization including the telecommunication industries are advised to practice market segmentation because it reduces the risk which the organization experience when not practiced.


TABLE OF CONTENTS  Title page ---------ii Approval page ---------iii Dedication ---------iv Acknowledgement--------v Abstract ----------iv Table of contents --------v
CHAPTER ONE: INTRODUCTION  1.1Background of the study     -----1 1.2Statement of the problem ----   -4  1.3Objectives of the study    -----4 1.4Research Questions -------5 1.5Significance of the study     -----6 1.6Scope of the study -------6 1.7Limitation of the study ------7 1.8  Definition of terms-------8
CHAPTER TWO:  2.0LITERATURE REVIEW 2.1Introduction --------9 2.2Overview of market segmentation ----9 2.3Objective of market segmentation ----10 2.4Bases for market segmentation for communication industry -12 2.5Factors that make segmentation attractive --15 2.6Importance of segmentation in the marketing of telecommunication service-----17 2.7Benefits of segmentation------18 2.8Identifying marketing segments ----19 2.9Impact of segmentation on  telecommunication industry ----------20 2.10The effectiveness of segmentation of services in the communication industry  ------22
CHAPTER THREE: RESEARCH METHODOLOGY  3.1Sources of data-------24 3.2Population of the study ------25 3.3Sample size determination -----25 3.4Sample Techniques --- -----27 3.5Research instrument used -- ---27 3.6Reliability and Validation of Research Instrument -28 3.7Questionnaire Allocation and Distribution --29 3.8Method of Data Analysis------31 3.9Limitations of the study -------31
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS  4.1Data Presentation -------32 4.2Presentation of demographic characteristics ---32
CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS  5.1Summary of findings ------54 5.2Recommendations -------55 5.3Conclusions --------56 Bibliography Appendix