EFFECT OF INCOME AS A DEMOGRAPHIC VARIABLE IN THE SEGMENTATION OF CELLPHONE MARKET IN ENUGU STATE: A STUDY OF MTN NIGERIA PLC ENUGU
Abstract
This research work investigated the effect of income as a demographic variable in
the segmentation of cellphone market in Enugu state. The objectives of the study
include examining: whether MTN Enugu utilizes income as demographic variable
for segmentation of cellphone market in Enugu state and whether there is a
significant effect of the segmentation on customer preference, customer patronage,
market share and profitability of the cellphones of MTN Plc. To achieve these
objectives, research questions and hypotheses were raised and a descriptive survey
research was conducted. Primary data were collected using questionnaire, while
secondary data were collected from already existing materials such as magazines,
newspapers, and journals. The Simple random sampling was used to select a
sample size from the population of marketing staff and customers of MTN Plc
Enugu.. The hypotheses formulated were tested using the chi-square(x2
) statistical
tool. After the test of hypotheses it was observed; that MTN Enugu utilizes income
as demographic variable for segmentation of cellphone market in Enugu state and
there is a significant effect of the segmentation on customer preference, customer
patronage, market share and profitability of the cellphones of MTN Plc. Hence, the
researcher concluded that there is significant effect of income as a demographic
variable in segmentation of cellphone market in Enugu state. Based on these
findings the researcher recommended that MTN Plc should improve on the usage
of income as a tool for segmentation of cellphone market in Enugu state to ensure
continues preference and patronage of the cellphones and improved market share
and profitability of the cellphones
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