EFFECT OF MARKET SEGMENTATION ON MARKETING OF CONSUMER GOODS (A CASE STUDY OF NEITEL SHOE FACTORY, MAIDUGURI)

ABSTRACT This study was carried out to examine the effect of market segmentation on marketing of consumer goods in Neitel Shoe factory, Maiduguri. The objectives were to examine the effect of geographical segmentation on marketing of consumer goods; assess the effect of demographic segmentation on marketing of consumer goods; examine the effect of psychographic segmentation on marketing of consumer goods and assess the effect of behavioural segmentation on marketing of consumer goods. The population for this study was 60 staff of the organization. The primary data was gotten through questionnaires. Simple percentage and Chi-square statistical tool was used in analysing the data. The research found out that concludes that that there is significant relationship between geographic segmentation and production planning, there is significant relationship between demographic segmentation and production planning, there is no significant relationship between psychographic segmentation and production planning and there is significant relationship between behavioual segmentation and marketing of consumer goods in Neitel Shoes factory, Maiduguri. It was recommended amongst others, that the Nietel Shoes Factory should put more effort in the performance that would boost human resource morale so as to sustain in their performance there contributing to the performance of their businesses and the organization should formulate policies on the capacity utilization of its physical resources so as to avoid ideal physical resources and they should be acquire state-of-art as the world is now a global village where technology is utmost.