ABSTRACT

This research work is on market segmentation as a competitive strategy in manufacturing companies, a study of Sunseed Oil Mills Plc., Zaria. The major problem noted is lack of market segmentation knowledge and its importance which has a negative effect on the company’s competitive strategy. 47 copies of questionnaires were distributed and 41 copies were duly completed and returned. Using SPSS statistical tool chi–square to test hypotheses, it states that: “There has been an increase in acceptance of your product by the members of the public”. The hypothesis was accepted after being tested with the highest positive value. According to the respondents, market segmentation problem is not dominant in the organization but other factors as lack of knowledge was presented as problem affecting market segmentation and competitive strategy of the organization. The recommendation to this is that if market could be segment in the right way or carryout in the right manner, organization could achieve a great competitive strategy or advantaged.

TABLE OF CONTENTS

Declaration. ii

Certification. iii

Dedication. iv

Acknowledgement v

Abstract vii

CHAPTER ONE.. 1

INTRODUCTION.. 1

1.1       Background to the study. 1

1.2       Statement of the problem.. 3

1.3       Research questions. 3

1.4       Objectives of the study. 4

1.5       Research hypothesis. 4

1.6       Significance of the study. 4

1.7       Scope of the study. 5

1.8       Limitations of the study. 5

1.9       Definition of terms. 5

CHAPTER TWO.. 7

LITERATURE REVIEW AND THEORETICAL FRAMEWORK.. 7

2.0       Introduction. 7

2.1       Historical background of Sunseed Nigeria Plc. 7

2.2       Definition of market 10

2.3       Definition of marketing. 11

2.4       Concept of market segmentation. 12

2.5       Evaluation of market segmentation. 14

2.6       Selecting the market segments. 14

2.7       General types of market segmentation strategy. 16

2.8       Bases for segmenting market 19

2.9       Theoretical framework. 23

CHAPTER THREE.. 25

METHODOLOGY.. 25

3.0       Introduction. 25