THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY

ABSTRACT  This project work titled “The Impact of Market Segmentation and Product Positioning On Banking Service” with reference to United Bank for Africa Plc Ahmadu Bello way Kaduna. Contains six chapters. It a body of knowledge in the field of business, that marketing concept which are applied in the manufacturing industry are applicable in the banking sector. The focus of this project is base on the introduction of the subject matter, background of the subject matter, statement of the problem and the research of the objective for the study was also made. However, the research scope, significance of the study, including the limitation were highlighted and clarified, also definition of terms used during the study were stated. The literature reviews were carried out, also questionnaire were administered to collected data from the management and staffs of the bank and a simple percentage was used to analyze the collected data for easy understanding. Research population and sample size, a sample size of 12 were taken from the population of 24 of only the management and staff of the bank. The discussion of the result and proof of hypothesis have been carried out and the hypotheses are: the null and the alternate hypothesis.  Ho:United Bank for Africa does not apply market segmentation philosophy to realize its objective. H1:United Bank for Africa apply market segmentation philosophy to realize its objective. Proof Hypothesis: The Null hypothesis is rejected while the alternate hypothesis was accepted. The study conclusively discovered that segmentation and product positioning is a vital tool for any business, it is recommended that United Bank for Africa should continue to segment, this is because, the net effect will be sustainable profitability.  
TABLE OF CONTENTS Title page ---------i Declaration --------ii Approval ---------iii Dedication --------iv Acknowledgement -------v Abstract ---------vi Table of Content -------vii
CHAPTER ONE  1.0Introduction-------1 1.1Historical Background of UBA----4 1.2Statement of the General Problem ---6 1.3Statement of Hypothesis -----6 1.4Objectives of the Study -----7 1.5Aims of the Study ------7 1.6The scope and limitation of the study --8
CHAPTER TWO (Literature Review) 2.0Introduction -------9 2.1Definition of Market Segmentation----9 2.2Evolution of market Segmentation ---11 2.3Market Segmentation Strategies ---12 2.4Condition for Effective Segmentation ---17 2.5Bases for market Segmentation----19 2.6The Business Marketing Segmentation--24 2.7Segmentation and profitability ----27 2.8Benefit of marketing Segmentation ---29 2.9Market Segmentation and Product Positioning -31 2.10Product Positioning -----34 2.11Positioning Strategy------36 2.12Service Marketing Mix-----41 2.13Element in Service ------43 2.14Service Differentiation -----44
CHAPTER THREE:  Research Methodology 3.0Introduction-------45 3.1Research Design ------45 3.2Research Population and Sample size --46 3.2.2Sample Procedure employ-----47 3.3Instrument for Data Collection ----48 3.3.2Method of Data Analysis-----51
CHAPTER FOUR:  (Data Presentation and Analysis) 4.0Introduction -------52 4.1Opinion of Respondent -----52
CHAPTER FIVE:  Discussion of result  5.0Introduction -------62 5.1Discussion --------62 5.2Proof of Hypothesis ------63   CHAPTER SIX  (Summary, Conclusion and Recommendation) 6.0Introduction--------66 6.1Summary -------66 6.2Conclusion -------67 6.3Recommendation ------68 Bibliography Appendix