The Impact Of Segmentation On Customer Satisfaction

THE IMPACT OF SEGMENTATION ON CUSTOMER SATISFACTION

Abstract

In essence, NBC provides clients with a variety of products that, in one way or another, satisfy their needs.Finding out the function of segmentation in the marketing of NBC Plc products is one of the study’s goals.- To determine whether NBC Plc’s market segmentation increases consumer loyalty.The researchers used primary and secondary data in accordance with the aforementioned aims. Secondary data is gathered from already completed work, such as books, dictionaries, magazines, etc. While the census was used for the appropriate personnel and wanyement, Borhey’s formula was employed to calculate the sample size for the consumer.tables, frequencies, and percentages to examine the data collected. The data analysis revealed the following conclusion: NBC Plc’s market segmentation strategy increases consumer interest in its products.The market segmentation strategy used by NBC Plc boosts the company’s profits.

The researchers’ recommendations are as follows.NBC should continue to separate its offerings because doing so increases its revenue.NBC PLc is suggested to employ marketing segmentation because it lowers operating costs.According to the study, market segmentation not only improves customer service but also boosts an organization’s bottom line.

Chapter One

1.1 The Study’s Context

Marketers view the total market as a body made up of numerous smaller sections, each of which has certain traits in this contemporary and dynamic world.The majority of them reside in a market district. When marketers join a market, the entire market must be segmented into groups that share comparable characteristics in terms of needs, wants, or behaviors. As a result, it ends up creating its own program, which will be created for its highest level of enjoyment. Most marketers, according to Adirika, Ebuen Nnohu (1997:40), are too big for an organization market.Market segmentation, according to Edoga and Ani (200:18), is the division of the whole market into a number of essentially homogenous groups with similar product interests.

They claim that in order to properly segment consumers through this method, marketers must discover the elements that influence consumer decision-making. Marketing segmentation, according to Adirika, Ebue, and Nnohm (1997:30), is the process of breaking down a heterogeneous market into homogenous subsets of customers such that each fraction can theoretically be chosen as a separate market target to be reached with a district marketing mix.

They added that organizations strive to serve target audiences that they can successfully and efficiently please rather than just any set of customers who appear to constitute a sizable market when they use segmentation and, as a result, target marketing.One of these is beverage marketing. According to Adirika (1992, 2.9), stores will win customers’ hearts, minds, and wallets on a block by block, purchase by purchase basis.