ENHANCING THE SALES OF CONSUMER GOODS USING MARKETING SEGMENTATION (A STUDY OF PZ NIGERIA PLC BENIN CITY, EDO STATE)
Abstract
ABSTRACT
This paper critically assed the enhancing the sales of consumer goods using
marketing segmentation hypothesis test was carried out using Chi-square test to
confirm that market segmentation has a significance impact on the sales
performance of PZ Nigeria PLC; Various strategies was implanted to carrying
out the research. The sample size was carried out 155 respondents, 35
management staffs, 120 customers and distributors use questionnaire and
interviews; with this research made it has identified that consumer goods
segmentation in the market enhance sales and boast the profit of organization in
Nigeria; these segmentation of consumer goods brings to the knowledge of PZ
Nigeria PLC Benin City that in market there are different behavior of individual
of customers or consumer in making decision of which goods in purchasing
power or profit. If company’s can follow this segmentation of consumers goods,
the increase of satisfaction and profits of the company’s will be built.
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