Impact Of Segmentation On Organisational Performance (A Study Of Nigerian Breweries Plc Aba Plant)

ABSTRACT

This study is conducted with the aim of analyzing the impact of segmentation on organizational performance (A study of Nigerian Breweries Plc, Aba). The specific objectives of this study is to examine the relationship existing between segmentation and organization performance, segmentation variables that improves the performance and ways of meeting the needs of target customers. The problems that attracted the researcher's attentions are the inability of the firm to classify their customer's group according to the uniqueness in purchase and ignoring target customers. In conducting this research the researcher made use of simple random sampling method and correlation analysis with the estimated population size as 400 and sample size as 80. The results obtained from this study are 0.931, 0.893 and 0.974, which implies that there is a strong relationship existing between segmentation and organizational performance, hereby rejecting the null hypothesis and accepting the alternative hypothesis. With this, the researcher recommends that Nigerian Breweries need to understand that once these customer segments are consistently satisfied there will be increase in sales and revenue for the organization.