This project is focused on enhancing the sales of consumer good using market segmentation with particular reference to the PZ Nigeria plc as case study. To achieve this, the work is divided into 5 chapter in chapter one started with introduction of research work, the statement of the problem, the purpose of the study has been presented, the chapter two which deals with literature review in the area of market segmentation, in chapter three which also presented methodology used in carrying out the research and major instrument used to collected data, are simple random method questionnaires, personal interview and documentation which were presented in chapter four. The estimated management and customers population is 2000 people which a sample size of 155 was selected for questionnaire, 35 for management staff and 120 were for customer and distributors respectively. The sample percentage method and chi-square test were used respectively, the following null and alternate hypothesis are formulated tested and prove in the study HI: Market segmentation of PZ plc has impact on the sales of its consumer goods, Ho: Market segmentation of PZ plc does not have impact on the sales of its consumer goods. The researcher accepted the alternate hypothesis (H1), rejected the null hypothesis (Ho). The researcher observed new finding in the studies such as the strategies adopted by PZ plc, the strategy of segmentation is applied by the PZ plc in its marketing activities. In summary it was seen that the marketing concept is all about satisfying the identified needs of people by supplying them with acceptable goods and services, PZ Nigeria Plc are living to the expectation of their customers by embarking on marketing segmentation, the researcher concludes on the fact that PZ Nigeria plc is marketing oriented firm, the researcher also suggested several recommendations, such as PZ Nigerian Plc should maintain the quality of the company’s product and also make room for approvement so that the lowest income earner can afford their products and should also engage in promotional activities in order to increase awareness for PZ plc product and services.
CHAPTER ONE
Marketing is a business that identifies unfulfilled needs and wants defines and measures their magnitude determines which target market, the organisatioon can best serve and decide on appropriate product, services and program to serve these markets.
Consumer are the most important things to consider while operating any business environment. It must therefore be clear that a through and constant study of the consumers is one thing and another entirely those needs of the consumer at a profitable level, hence marketers resort to a lot of strategies.
Many people are confusing marketing for its sub-functions such as advertising selling and merchandising. But an authentic marketing is not the act of selling what you can make but knowing what to make. It is art of identifying and understanding customers profit to the producers and benefits for the stakeholders.
Market leadership is a gained by creating customer services therefore marketing can be viewed as customer oriented philosophy. It is the creation and delivery of a standard of living. Organization must try to identify a particular market that is more attractive and that can be managed affectively and profitable. Market segmentation attempts to identity significant difference in buyer characteristic which is used to determine which target market should be aimed at and the type of product to be given to that market.
Market segmentation can be define as the act of dividing a market into distinct parts. A market consists of buyer and these buyers differ in one or more respects.
They may differ in wants resources and geographical locations. Buying attitude and buying practices. Any one of all these can be used to segment a market in order to serve the customer more effectively and efficiently.
Market segmentation can therefore be defined as the act of dividing a market into distinct parts, that is the process of dividing the total heterogeneous market for a product into several submarket or segment each of which tends to be homogeneous in all. Significant aspects, it can also be define as the act of dividing a market into distinct and meaningful groups of buyers who might merit separate product and or market mixes.
Segmentation strategy helps the organization to find reaction in customer trait and producing in line with those characteristics so as to conform to those identified needs of the customers.
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