Market Segmentation As An Effective Marketing Strategy Of Cosmetic Products In Abia State (A Study Of Unilever Nigeria Plc, Aba)
ABSTRACT
This research work examined market segmentation as an
effective marketing strategy of cosmetic products in Abia State, Unilever
Nigeria Plc Aba was used as the case study. The study aimed at identifying
problems to effective . market segmentation and how the inherent problems can
be solved. The study also aimed at finding out if application of segmentation
can increase a company sales, as well as finding oUt, if the cost of segmented
cosmetics market is greater than the revenue generated. In order to address
these problems, four research questions and three hypotheses were formulated,
questionnaire was •used to . generate data for this study. Sample percentage
was used to analyzed the data collected while Chi-Square was used to test the
hypothesis. The results of the :data analysis revealed that segmentation of
cosmetic market increase the profit of the firm. The results also showed that
the cost of segmenting cosmetic market is not greater than the revenue
generated. Based on the findings, the researcher recommended among other things
that firms should use market segmentation as one of the tools to achieve its
organizational objectives.
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UKANWOKO, U (2021). Market Segmentation As An Effective Marketing Strategy Of Cosmetic Products In Abia State (A Study Of Unilever Nigeria Plc, Aba). Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/market-segmentation-as-an-effective-marketing-strategy-of-cosmetic-products-in-abia-state-a-study-of-unilever-nigeria-plc-aba-7-2
UCHENNA, UKANWOKO. "Market Segmentation As An Effective Marketing Strategy Of Cosmetic Products In Abia State (A Study Of Unilever Nigeria Plc, Aba)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 22 Sep. 2021, https://repository.mouau.edu.ng/work/view/market-segmentation-as-an-effective-marketing-strategy-of-cosmetic-products-in-abia-state-a-study-of-unilever-nigeria-plc-aba-7-2. Accessed 24 Dec. 2024.
UCHENNA, UKANWOKO. "Market Segmentation As An Effective Marketing Strategy Of Cosmetic Products In Abia State (A Study Of Unilever Nigeria Plc, Aba)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 22 Sep. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/market-segmentation-as-an-effective-marketing-strategy-of-cosmetic-products-in-abia-state-a-study-of-unilever-nigeria-plc-aba-7-2 >.
UCHENNA, UKANWOKO. "Market Segmentation As An Effective Marketing Strategy Of Cosmetic Products In Abia State (A Study Of Unilever Nigeria Plc, Aba)" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/market-segmentation-as-an-effective-marketing-strategy-of-cosmetic-products-in-abia-state-a-study-of-unilever-nigeria-plc-aba-7-2