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ENHANCING THE SALES OF CONSUMER GOODS USING MARKET SEGMENTATION (A CASE STUDY OF PZ, CALABAR)
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TABLE OF CONTENT
Title page- -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â i
Declaration -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â ii
Approval pages -      -      -      -      -      -      -      -      iii
Dedication -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â iv
Acknowledgement-Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â v
Abstraction-Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â vi
Table of content -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â vii
CHAPTER ONE
1.0   Introduction      -      -      -      -      -      -      -      1
- Background of the study    -      -      -      -      -      3
- Statement of the problem   -      -      -      -      -      6
- Purpose of the study  -      -      -      -      -      -      7
- Significance of the study    -      -      -      -      -      8
- Statement of hypothesis     -      -      -      -      -      9
- Delimitation and Scope of the study     –     -      -      10
- Definition of the terms -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â Â 12
CHAPTER TWO
Literature Review
- Introduction-Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â 15
- Marketing segmentation-Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 15
- Historical perspective/background of Peterson Zochonia 17
- Importance of marketing segmentation -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 20
- Condition for effective segmentation    -      -      -      22
- Basis for marketing segmentation -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 23
- Target market   -      -      -      -      -      -      -      33
- Differentiated marketing     -      -      -      -      -      35
- Validity and viability of market segmentation -      -      37
- Segmentation and target    -      -      -      -      -      41
- Segmentation and profitability     -      -      -      -      43
- Market segment and company asset    -      -      -      45
- Benefit of segmentation      -      -      -      -      -      45
Â
CHAPTER THREE
- Introduction      -      -      -      -      -      -      -      49
- Area of study    -      -      -      -      -      -      -      49
- Research design -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 50
- Population of study-Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 50
- Sample size and sampling techniques-Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 50
- Instruments for data collection    -      -      -      -      51
- Administration of the instrument  -      -      -      -      52
- Method of data analysis and presentation -Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 53
CHAPTER FOUR
Data Presentation and Analysis
4.0   Introduction      -      -      -      -      -      -      -      54   Â
- Characteristic and classification   -      -      -      -      54
- Presentation and analysis of management questionnaire 57
- Presentation and analysis of customer and distribution questionnaire      -      -       -      -      -      -      -      66
- Proof of hypothesis    -      -      -      -      -      -      72
CHAPTER FIVE
Summary, Conclusions and Recommendations
5.1   Introduction      -      -      -      -      -      -      -      76
- Summary  -      -      -      -      -      -      -      -      76
- Conclusion -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â -Â Â Â Â Â Â 78
- Recommendations     -      -      -      -      -      -      82
Bibliography      -      -      -      -      -      -      -      -      86
Appendix  -      -      -      -      -      -      -      -      58
