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ENHANCING THE SALES OF CONSUMER GOODS USING MARKET SEGMENTATION (A CASE STUDY OF PZ, CALABAR)

ENHANCING THE SALES OF CONSUMER GOODS USING MARKET SEGMENTATION (A CASE STUDY OF PZ, CALABAR)

TABLE OF CONTENT
Title page- -       -       -       -       -       -       -       -       -       i
Declaration -       -       -       -       -       -       -       -       -       ii
Approval pages  -       -       -       -       -       -       -       -       iii
Dedication -       -       -       -       -       -       -       -       -       iv
Acknowledgement-     -       -       -       -       -       -       -       v
Abstraction-       -       -       -       -       -       -       -       -       vi
Table of content -       -       -       -       -       -       -       -       vii
CHAPTER ONE
1.0    Introduction       -       -       -       -       -       -       -       1

    1. Background of the study     -       -       -       -       -       3
    2. Statement of the problem    -       -       -       -       -       6
    3. Purpose of the study   -       -       -       -       -       -       7
    4. Significance of the study     -       -       -       -       -       8
    5. Statement of hypothesis      -       -       -       -       -       9
    6. Delimitation and Scope of the study      –      -       -       10
    7. Definition of the terms -       -       -       -       -       -         12

CHAPTER TWO
Literature Review

    1. Introduction-      -       -       -       -       -       -       -           15
    2. Marketing segmentation-     -       -       -       -       -       15
    3. Historical perspective/background of Peterson Zochonia  17
    4. Importance of marketing segmentation -       -       -       20
    5. Condition for effective segmentation     -       -       -       22
    6. Basis for marketing segmentation -       -       -       -       23
    7. Target market    -       -       -       -       -       -       -       33
    8. Differentiated marketing      -       -       -       -       -       35
    9. Validity and viability of market segmentation  -       -       37
    10. Segmentation and target     -       -       -       -       -       41
    11. Segmentation and profitability      -       -       -       -       43
    12. Market segment and company asset     -       -       -       45
    13. Benefit of segmentation       -       -       -       -       -       45

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CHAPTER THREE

    1. Introduction       -       -       -       -       -       -       -       49
    2. Area of study     -       -       -       -       -       -       -       49
    3. Research design -       -       -       -       -       -       -       50
    4. Population of study-    -       -       -       -       -       -       50
    5. Sample size and sampling techniques-  -       -       -       50
    6. Instruments for data collection     -       -       -       -       51
    7. Administration of the instrument   -       -       -       -       52
    8. Method of data analysis and presentation -    -       -       53

CHAPTER FOUR
Data Presentation and Analysis
4.0    Introduction       -       -       -       -       -       -       -       54   Â

    1. Characteristic and classification    -       -       -       -       54
    2. Presentation and analysis of management questionnaire 57
    3. Presentation and analysis of customer and distribution questionnaire       -       -        -       -       -       -       -       66
    4. Proof of hypothesis     -       -       -       -       -       -       72

CHAPTER FIVE
Summary, Conclusions and Recommendations
5.1    Introduction       -       -       -       -       -       -       -       76

    1. Summary   -       -       -       -       -       -       -       -       76
    2. Conclusion -       -       -       -       -       -       -       -       78
    3. Recommendations      -       -       -       -       -       -       82

Bibliography       -       -       -       -       -       -       -       -       86
Appendix   -       -       -       -       -       -       -       -       58

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