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.