THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION (A CASE STUDY OF MTN IN ENUGU METROPOLIS)

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