EFFECT OF MARKET SEGMENTATION ON SALES PERFORMANCE: A STUDY OF STEAM FAST FOOD, MAKURDI
Abstract
This study was carried out to examine the effect of market segmentation on sales performance in Steam Fast Food Makurdi. The study specifically examined the effect of psychographic segmentation, demographic segmentation and geographic segmentation on sales performance in Steam Fast Food Makurdi. The study adopted a survey research design. The population of the study includes 110 staff of Steam Fast Food Makurdi. A census approach was adopted and the sample size was 108 respondents. A Five-point Likert close-ended questionnaire was used for data collection. Descriptive statistics such as simple percentages, mean and standard deviation were used for data presentation while regression analysis was used for data analysis and test of hypotheses. Data collected from the participants were analyzed with the aid of the Statistical Package for Social Sciences (SPSS). Findings of the study indicated that, psychographic segmentation, demographic segmentation and geographic segmentation have significant and positive effect on sales performance in Steam Fast Food Makurdi. The study concludes that market segmentation significantly improves sales performance in Steam Fast Food Makurdi. The study recommended among others that management of Steam Fast Food Makurdi should offer products that meet consumer needs and expand to more branches to increase sales revenue.
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