An Appraisal Of The Impact Of Market Segmentation In Achieving Better Customer Satisfication In The Soft Drink Industry (A Case Study Of Nigerian Bottling Company Coca-Cola, Owerri Plant, Imo State
ABSTRCT
The credence to this assertion is the of Drucker (1959,1964) in Okafor (1995) who saw marketing concept
as "looking at the business through the customers eye, while Stanton
(1981:10) in Okafor (1995) sees customer satisfaction as the economic and
social justification for a fini's existence. In tlìe same vein, Onah (1 979)
opined that customer satisfaction should ho the prime focus of business
operations. ] he contemporary marketer should discover that marketing ( the 4ps of product, place, price and promotion, including other
marketing resources and competence) is scarce. Segmenting the markets to target
the customers becomes absolutely necessary "ab initlo" to achieve
better customer services. Thus, customer satisfactory is a function of
matching needs with wants in relation to the customer's tastes and preferences
manifested through perceptions of marketing programs by the target market.
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BONIFACE, O (2021). An Appraisal Of The Impact Of Market Segmentation In Achieving Better Customer Satisfication In The Soft Drink Industry (A Case Study Of Nigerian Bottling Company Coca-Cola, Owerri Plant, Imo State . Repository.mouau.edu.ng: Retrieved Dec 26, 2024, from https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-in-achieving-better-customer-satisfication-in-the-soft-drink-industry-a-case-study-of-nigerian-bottling-company-coca-cola-owerri-plant-imo-state-7-2
OSUMBA, BONIFACE. "An Appraisal Of The Impact Of Market Segmentation In Achieving Better Customer Satisfication In The Soft Drink Industry (A Case Study Of Nigerian Bottling Company Coca-Cola, Owerri Plant, Imo State " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 14 Jul. 2021, https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-in-achieving-better-customer-satisfication-in-the-soft-drink-industry-a-case-study-of-nigerian-bottling-company-coca-cola-owerri-plant-imo-state-7-2. Accessed 26 Dec. 2024.
OSUMBA, BONIFACE. "An Appraisal Of The Impact Of Market Segmentation In Achieving Better Customer Satisfication In The Soft Drink Industry (A Case Study Of Nigerian Bottling Company Coca-Cola, Owerri Plant, Imo State ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 14 Jul. 2021. Web. 26 Dec. 2024. < https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-in-achieving-better-customer-satisfication-in-the-soft-drink-industry-a-case-study-of-nigerian-bottling-company-coca-cola-owerri-plant-imo-state-7-2 >.
OSUMBA, BONIFACE. "An Appraisal Of The Impact Of Market Segmentation In Achieving Better Customer Satisfication In The Soft Drink Industry (A Case Study Of Nigerian Bottling Company Coca-Cola, Owerri Plant, Imo State " Repository.mouau.edu.ng (2021). Accessed 26 Dec. 2024. https://repository.mouau.edu.ng/work/view/an-appraisal-of-the-impact-of-market-segmentation-in-achieving-better-customer-satisfication-in-the-soft-drink-industry-a-case-study-of-nigerian-bottling-company-coca-cola-owerri-plant-imo-state-7-2