MARKET SEGMENTATION AND SALES PERFORMANCE: A STUDY OF NIGERIA BOTTLING COMPANY, OWERRI METROPOLIS, IMO STATE

ABSTRACT This study has examined market segmentation and sales performance, using the Nigeria Bottling Company, Owerri Metropolis, Imo State, Nigeria. The study was carried out based on the significant benefit of market segmentation on business expansion and sustainability. The researcher used four research objectives, four research questions and two hypotheses. Survey research design was used and questionnaire served as the instrument for data collection. The data collected were presented in tables and analysis using simple percentage and hypotheses were tested using Pearson Product Moment Correlation Coefficient. The findings revealed that there is significant relationship between market segmentation and customer satisfaction; and there is significant relationship between market segmentation on customer retention. Based on the findings the researcher recommends that organizations should imbibe segmentation based on benefit sought in order to attract potential customers and retain existing ones. There is need for all organizations to segment their markets on behavioral basis to position and target customers of like attitudes and minds. This will enhance the profitability of the business and market expansion.