THE EFFECT OF MARKET SEGMENTATION ON SALES PERFORMANCE. A CASE STUDY OF INTERNATIONAL BREWERY, ILESHA

This study aimed at The Effect of Market Segmentation on Sales Performance. A case study of International Brewery, Ilesha. The specific objectives of this study were to determine the relevance of demographic market segmentation to sales revenue, enumerate relevance of geographic market segmentation to customer retention, ascertain importance of market segmentation to achieve organizational objective, determine what extent does International Brewery, Ilesha uses market segmentation. This study was a case study design that was conducted in Ilesha, osun state. The population of this study was employees of the International Brewery Plc in ilesha and the sample size of the study involved 375 respondents who are employees of International Brewery Plc in ilesha. Data was collected through questionnaires and then the analysis of primary data was done through Statistical Package for Social Science (SPSS). Findings in the study were presented in figures and tables. Finding in this study revealed that geographic segmentation, demographic segmentation, psychographic segmentation, benefit sought and customer loyalties positively affect sales performance. This study of the role of market segmentation on sales performance has also revealed that market segmentation is a crucial too in creating net new account, sales revenue and customer retention. From the findings revealed, the study recommends that organizations to consider all criteria’s are found within each basis of market segmentation in the process of segmentation. Example in demographic market segmentation the marketer should consider all aspects in demographic market segmentation such as Age, gender, income and occupation, ethnicity, religion and family structure. By considering all factor in market segmentation tool a marketer will be able to meet demands of his customers without mistakes.