An Evaluation Ofthe Impact on Marketing Segmentation on Increasing Market Share in the Automobile Industry

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AN EVALUATION OF THE IMPACT OF MARKETING SEGMENTATION ON INCREASING MARKET SHARE IN THE AUTOMOBILE INDUSTRY

BY
ALAGBO LATEEF OLUFEMI

EAA090671

A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION (MBA).

TO THE
DEPARTMENT OF MANAGEMENT SCIENCE,
FACULTY OF ENGINEERING AND TECHNOLOGY, LADOKE AKINTOLA UNIVERSITY OF TECHNOLOGY, OGBOMOSHO, NIGERIA.

SEPTEMBER, 2010 DECLARATION
I declare that apart from the references made to other works which have been duly acknowledged, this work is the result of my own research under the supervision of Dr. Salami and it is to the best of my knowledge, never presented anywhere before for an academic purpose.

……………………………. …………………. ALAGBO LATEEF OLUFEMI DATE EAA090671

CERTIFICATION
This project entitled, “An evaluation of the Impact of Marketing Segmentation on Increasing Market Share in the Automobile Industry” submitted by Alagbo Lateef Olufemi has satisfied the regulations governing the award of the degree of Masters in Business Administration (MBA) of Ladoke Akintola University of Technology, Ogbomosho, Nigeria.

…………………………….. …………………. SUPERVISOR DATE

…………………………….. …………………. HEAD OF DEPARTMENT DATE

DEDICATION
This work is dedicated to Almighty Allah (SWT), to my dad, mum and my immediate family member for their love, support and above all, their understanding and co-operation throughout the course of this work.

ACKNOWLEDGMENTS
First and foremost, my special gratitude goes to Almighty Allah for making this work a reality. I am also greatly indebted to acknowledge the tremendous efforts of my supervisor, Dr. Salami for his continuous understanding, co-operation and support which has glaringly manifested in the completion of this work. I must also not fail to forward my appreciation to Dr. Remi Aworemi for his unending supports throughout my stay and to the completion of this work. Thank you all.

ABSTRACT
An organization be it providing services or engaging manufacturing can not in some cases serve all customers in a broad market .This is because customers are too numerous and diverse in buying or services requirements. Therefore an organization needs to identify the market segments it can serve effectively Therefore, the study evaluates the impact of market segmentation to increase market share in an automobile industry. The study also looks at to which market segmentation increase the profitability of automobile. In other to collect data for the study, the research makes use of survey research method through questionnaire administered to selected automobile dealers in Kwara state. Likert scale method of questionnaire were employed .Analysis of the data was affected using a simple descriptive statistics comprising frequency tables and weighted scores .The findings from the questionnaire administered to selected automobile dealer in Kwara state form the basis of the findings and conclusion of the research . The major conclusions of the research are that: (i) adoption of market segmentation have increase the market shares of the automobile industry in Kwara state , which have lead to the company profitability , product differentiation , increase in number of customers (ii) adoption of market segmentation among automobile industry have reduce the cost of...
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