A

DISSERTATION REPORT

ON

“ MARKET SEGGEMTATION ”

Submitted For partial fulfillment of requirement for the

Award of degree

Of

(Master of Business Administration)

Of

Uttrakhand Technical University, Dehradun

Submitted by submitted to

Neeru

management department

Uttrakhand Technical University

Dehradun, Uttrakhand
 Declaration

I , GAURAV KUMAR TYAAGI hereby declare that this submission is my own work under
the supervision of Miss. … towards the Masters of business Administration ( Human
Resource) and that, to the best of my knowledge , it contains no material previously published
by another person nor material which has been accepted for the award any other degree of the
university ,except where due acknowledgement has been made in the next.
Certificate by Guide
 ACKNOWLEDGEMENT

We would like to sincerely appreciate to the individuals who give us guidance, advices, opinion
and support throughout the entire research project. Thus , we only can complete our research
efficiently and effectively.

Works like this kind cannot be carried out without the help and guidance of an experienced
person. I therefore wish to express my profound gratitude to Miss …. by supervisor for her
suggestions, support, patience and constructive criticism throughout the research period.

Lastly, to my parents, husband, children, brother and sisters who by their encouragement gave
me the strength to carry on when all hope was lost.
 TABLE OF CONTENT

TITLE PAGE

DECLARATION

CERTIFICATE BY GUIDE

ACKNOWLEDGEMENT

CHAPTER ONE: INTRODUCTION

Background of the study

Statement of the problem

Objective of the study

Signification of the study

Scope of the study

CHAPTER TWO: LITERATURE REVIEW

Introduction

The concept of job satisfaction

Definition of job satisfaction

Challenge of topic

Conceptual framework

CHAPTER THREE: METHODOLOGY ORGANISATIONAL PROFILE

Introduction

Research methodology

Research design

Research strategy

Sources of data

Primary

Secondary

Research questions

Data collection

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS

Introduction
Question response

Conclusion

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Finding

Limitation

Conclusion

Recommendation

Questionnaire
INTRODUTION OF THE TOPIC

Market segmentation is the process of dividing a market of potential customers into groups, or
segments, based on different characteristics. The segments created are composed of consumers
who will respond similarly to marketing strategies and who share traits such as similar interests,
needs, or locations.

Why is market segmentation important for marketers?

Market segmentation makes it easier for marketers to personalize their marketing campaigns.

By arranging their company’s target market into segmented groups, rather than targeting each
potential customer individually, marketers can be more efficient with their time, money, and
other resources than if they were targeting consumers on an individual level. Grouping similar
consumers together allows marketers to target specific audiences in a cost effective manner.

Market segmentation also reduces the risk of an unsuccessful or ineffective marketing

campaign. When marketers divide a market based on key characteristics and personalize their
strategies based on that information, there is a much higher chance of success than if they were
to create a generic campaign and try to implement it across all segments.

Marketers can also us segmentation to prioritize their target audiences. If segmentation shows

that some consumers would be more likely to buy a product than others, marketers can better
allocate their attention and resources.
A marketing opportunity is a sales-accepted lead that has been qualified as being in need of
your product or service. A sales representative determines that there is an opportunity to sell to
this individual or company. Typically, the sales rep must determine that the prospect has the
budget,…

Marketing goals are specific objectives described in a marketing plan. These goals can be tasks,
quotas, improvements in KPIs, or other performance-based benchmarks used to measure
marketing success. When explicitly set, measurable goals are key for marketers to be successful.
Some examples of marketing goal

Benchmarking is the process of measuring a business’s performance against competitors and

industry standards. Companies benchmark to analyze their success and get a better
understanding of how they are performing relative to their competition. Why is benchmarking
important? Benchmarks provide valuable insight to decision makers in…

BACK GROUND OF THE STUDY

Market segmentation is the activity of dividing a broad consumer or business market,

normally consisting of existing and potential customers, into sub-groups of consumers (known
as segments) based on some type of shared characteristics. ... Many different ways
to segment a market have been identified.

STATEMENT OF PROBLME

The main problem of this study is how the company design future strategy plan

 Future strategies for the growth of the company are not properly implemented

. What kind of marketing activities need to follow for the growth of the company?

 How they can implement the designed plan according to company policy.

OBJECTIVE OF THE STUDY

To study the marketing strategies and brand loyalty of Samvardhana Motherson To study the
future strategies of Samvardhana Motherson Group.  To Study the marketing Mix of
Samvardhana Motherson Group with respect toGroup. attributes such as Brand Loyalty and
come up with recommendations as to what To analyze the Samvardhana Motherson Group
competitor and compare theirall needs to be considered keeping the consumer in mind. To
find out the new ways to increase the profit of the company.strategies and come up with
recommendations for any problem being faced by it. 13

SCOPE OF THE STUDY

Through this study we can know about the growth of the Samvardhana Motherson Group. This
study will also help to the company to know about their new concepts position in the market.
This study will also help to the company to know about its promotional activities. Through this
study company will know about the availability of its products in the market.

LIMITATION OF THE STUDY

The method of sampling is judgment sampling

. The sample size of the respondents is very small.

 Not much of importance was attached to this task by some of the Respondents

.  The researcher is inexperienced.

 A portion of the respondents are not cooperative.

 First limitation of this project is the very short time limit.

LETERATURE REVIEW

According to Charles W. Lamb and Carl McDaniel (2003), the first step in
segmenting markets is to“select a market or product category for study”. It may be a market in
which the firm has already occupieda new but related market or product category, or a totally
new one. The second step is to “choose a basis or bases for segmenting the market”. This step
requires managerial insight, creativity and market knowledge. The marketing mix has been
described as product, distribution, promotion and price strategies which are used to bring about
mutually satisfying relationships with target markets.

Roger Best (1990) proposes a framework for implementing a market segmentation

strategy. He suggests a set of sequential steps to be taken in a needs-based segmentation process
the primary benefit of needs based segmentation is that segments are created around specific
customer needs. The goal is to determine what observable demographics and behaviors
differentiate one segment from another in order to make need-based market segmentation
actionable.

Craft, Stephen Show (2004) in his study that in general, customers are willing to pay a
premium for a product that meets their needs more specifically than does a competing product.
Thus marketers who successfully segment the overall market and adapt their products to the
needs of one or more smaller segments stand to gain in terms of increased profit margins and
reduced competitive pressures. Small businesses, in particular, may find market segmentation to
be a key in enabling them to compete with larger firms. Many management consulting firms
offer assistance with market segmentation to small businesses. But the potential gains offered
by market segmentation must be measured against the costs, which—in addition to the market
research required to segment a market may include increased production and marketing
expenses.

Wendell Smith (1956) suggested that segmentation, the division of a market into groups
of customers who share certain characteristics or propensities toward a product or service, might
be an effective way for an organization to manage diversity within a market. Since that time, a
rich literature has developed suggesting techniques and bases upon which a single domestic
market might be effectively broken into actionable customer segments. While there is a large
literature which focuses on the criteria that can be used for segmenting a market, far less
attention appears to have been paid to the accompanying requirements for what Kotler (1998)
terms effective segmentation. Thomas (1980) argued that any proposed segmentation should
pass four tests, namely with reference to measurability, accessibility, stability and
substantiality. However, there are differences in the number and types of tests.

Baker (1996) includes uniqueness as an extra condition defining a "viable market".

Kotler et al (1998) omits stability and uniqueness but includes action ability. Each test is
variously described as a requirement or condition for establishing segment viability. The
rationale for each test is re-examined and substantiality is shown to be unique, requiring a more
precise definition The formula - segmentation, targeting, positioning (STP) - is the essence of
strategic marketing." (Kotler1994). Market segmentation is an adaptive strategy. It consists of
the partition of the market with the purpose of selecting one or more market segments which the
organization can target through the development of specific marketing mixes that adapt to
particular market needs. But market segmentation need not be a purely adaptive strategy: The
process of market segmentation can also consist of the selection of those segments for which a
firm might be particularly well suited to serve by having competitive advantages relative to
competitors in the segment, reducing the cost of adaptation in order to gain a niche. This
application of market segmentation serves the purpose of developing competitive scope, which
can have a "powerful effect on competitive advantage because it shapes the configuration of the
value chain."

This was based on a combination of bibliographic database searches (ProQuest and EBSCO),
online searches (Google Scholar), manual searches of conference proceedings and authors'
websites and examination of reference lists of relevant articles.

2. Daneels (1996) conducted six interviews with external experts in the apparel industry in
addition to his interviews with twenty‐two retailers.
3. Kalafatis and Cheston (1997) only indicate that their unit of analysis is pharmaceutical
companies and Meadows and Dibb (1998) just state that ‘well‐reputed banks’ were chosen.

4. The study by Craft (2004b) relies on two samples of which the first (smaller) sample is taken
from a previous study by Craft (2004a); thus it is counted only once.

5. Also the study by Simkin and Dibb (1998) relies on two samples of which the method for
drawing the first sample is judgemental, whereas no information is provided about the second
sample.

6. In the majority of studies in Table 2 , the sampling method was not clearly described. The
classification provided here is based on the authors' impressions based on whatever information
was disclosed in the relevant studies.

7. Both studies used the same database in their analyses.

8. The number of segmentation variables appears to be increasing over time. For example, Wind
and Cardozo (1974) identified a total of nine variables, whereas thirty‐nine are reported in the
study by Craft and Hassan (2006). This can probably be explained in terms of the increasing use
of computers and more extended access to data, which leads to improvements in data collection
and analysis (Meadows & Dibb, 1998; Schuster & Bodkin, 1987).

9. Such cross‐national segments account for both within‐country customer heterogeneity and
commonalities between customers in different countries (Ter Hofstede et al., 2002).

10. These cover four groups of industries: textile; steel and iron; mixed; and more than one
product.

Growth strategies

In this scheme we ask the question, "How should the firm grow? There are a number of
different ways of answering that question, but the most common gives four answers: Horizontal
integration

 Vertical integration
 Diversification

 These ways of growth are termed as organic growth. Horizontal growth is whereby a firm
grows towards acquiring other businesses that are in the same line of business for example a
clothing retail outlet acquiring a food outlet. The two are in the retail establishments and their
integration lead to expansion.

Vertical

integration can be forward or backward. Forward integration is whereby a firm grows towards
its customers for example a food manufacturing firm acquiring a food outlet. Backward
integration is whereby a firm grows towards its source of supply for example a food outlet
acquiring a food manufacturing outlet.

Horizontal

integration In business, horizontal integration is a strategy where a company creates or acquires

production units for outputs which are alike - either complementary or competitive. One
example would be when a company acquires competitors in the same industry doing the same
stage of production for the creation of a monopoly. Another example is the management of a
group of products which are alike, yet at different price points, complexities, and qualities. This
strategy may reduce competition and increase market share by using economies of scale.

For example, a car manufacturer acquiring its competitor who does exactly the same thing.
Horizontal integration is orthogonal to vertical integration, where companies integrate multiple
stages of production of a small number of production units. Horizontal integration is related to
horizontal alliances (= horizontal cooperation). However, in the case of a horizontal alliance, the
partnering companies set up a contract, but remain independent. For example, Raue & Wieland
(2015) describe the example of legally independent logistics service providers who cooperate.
Such an alliance relates to competition. Benefits of horizontal integration Benefits of horizontal
integration to both the firm and society may include economies of scale and economies of
scope.
For the firm, horizontal integration may provide a strengthened presence in the reference
market. It may also allow the horizontally integrated firm to engage in monopoly pricing, which
is disadvantageous to society as a whole and which may cause regulators to ban or constrain
horizontal integration. Media terms Media critics, such as Robert W. McChesney, have noted
that the current trend within the entertainment industry has been toward the increased
concentration of media ownership into the hands of a smaller number of transmedia and
transnational conglomerates

. Media 19 is seen to amass in centre where wealthy individuals have the ability to purchase
such ventures Horizontal integration, that is the consolidation of holdings across multiple
industries, has displaced the old vertical integration of the Hollywood studios. The idea of
owning many media outlets, which run almost the same content, is considered to be very
productive, since it requires only minor changes of format and information to use in multiple
media forms. For example, within a conglomerate, the content used in broadcasting television
would be used in broadcasting radio as well, or the content used in hard copy of the newspaper
would also be used in online newspaper website. What emerged are new strategies of content
development and distribution designed to increase the “synergy’ between the different divisions
of the same company. Studios seek content that can move fluidly across media channels.
Examples An example of horizontal integration would be McDonalds buying out Burger King.
Obviously, this has not happened, but is an example of what a horizontal integration would be
like. Another example that actually did happen was the Heinz and Kraft Foods merger. On
March 25th, 2015, Heinz and Kraft merged into one company. Vertical integration In
microeconomics and management, vertical integration is an arrangement in which the supply
chain of a company is owned by that company. Usually each member of the supply chain
produces a different product or (market-specific) service, and the products combine to satisfy a
common need. It is contrasted with horizontal integration. Vertical integration has also
described management styles that bring large portions of the supply chain not only under a
common ownership, but also into one corporation (as in the 1920s when the Ford River Rouge
Complex began making much of its own steel rather than buying it from suppliers). 20 Vertical
integration is one method of avoiding the hold-up problem. A monopoly produced through
vertical integration is called a vertical monopoly. Nineteenth-century steel tycoon Andrew
Carnegie's example in the use of vertical integration led others to use the system to promote
financial growth and efficiency in their businesses. Vertical integration can be a highly
important strategy, but it is notoriously difficult to implement successfully and—when it turns
out to be the wrong strategy—costly to fix. Vertical integration is the degree to which a firm
owns its upstream suppliers and its downstream buyers. Contrary to horizontal integration,
which is a consolidation of many firms that handle the same part of the production process,
vertical integration is typified by one firm engaged in different parts of production (e.g.,
growing raw materials, manufacturing, transporting, marketing, and/or retailing). There are
three varieties: backward (upstream) vertical integration, forward (downstream) vertical
integration, and balanced (both upstream and downstream) vertical integration. A company
exhibits backward vertical integration when it controls subsidiaries

 that produce some of the inputs used in the production of its products. For example, an
automobile company may own a tire company, a glass company, and a metal company. Control
of these three subsidiaries is intended to create a stable supply of inputs and ensure a consistent
quality in their final product. It was the main business approach of Ford and other car
companies in the 1920s, who sought to minimize costs by integrating the production of cars and
car parts as A company tends toward forward vertical integration when it controls

exemplified in the Ford River Rouge Complex. distribution centers and retailers where its

CONCEPT OF TOPIC

Why is market segmentation important for marketers?

Market segmentation makes it easier for marketers to personalize their marketing campaigns.

By arranging their company’s target market into segmented groups, rather than targeting each
potential customer individually, marketers can be more efficient with their time, money, and
other resources than if they were targeting consumers on an individual level. Grouping similar
consumers together allows marketers to target specific audiences in a cost effective manner.

Market segmentation also reduces the risk of an unsuccessful or ineffective marketing

campaign. When marketers divide a market based on key characteristics and personalize their
strategies based on that information, there is a much higher chance of success than if they were
to create a generic campaign and try to implement it across all segments.
Marketers can also us segmentation to prioritize their target audiences. If segmentation shows
that some consumers would be more likely to buy a product than others, marketers can better
allocate their attention and resources.

MARKETING GAOLS

Marketing goals are specific objectives described in a marketing plan. These goals can be tasks,
quotas, improvements in KPIs, or other performance-based benchmarks used to measure
marketing success. When explicitly set, measurable goals are key for marketers to be successful.
Some examples of marketing goals…

DEFINATION OF THE STUDY

Market segmentation is the process of dividing a market of potential customers into groups, or
segments, based on different characteristics. The segments created are composed of consumers
who will respond similarly to marketing strategies and who share traits such as similar interests,
needs, or location

CHALLENGES OF MARKET SEGGEMENTATION

Market segmentation is one of the most basic arms of business strategy. Firms bundle customers
to understand their preferences, manage relationships with them, improve product and service
offerings, and assess risk. From media to telecom, retail to financial services, industries today are
heavily invested in static segmentation and yet there are major problems with most segmentation
approaches. Classic statistical analysis requires months of work, resulting in discrete customer
groups that are too outdated to match the dynamic body of people they are supposed to represent.
Furthermore, the segments often fail in granularity, leading to market portions that closely
resemble each other. This lack of precision means that firms are unable to tailor messaging that
is relevant and compelling enough to specific groups of customers; the bottom line is that
the true customer context of why someone is compelled to respond or purchase is often left
wholly out of the picture. Without rich granularity, precision, context, and dynamism our digital
age, firms are not able to meet their customers’ changing needs.

Having spent the last fifteen years investing in a strong digital presence, marketers have an
abundance of data sitting in their laps with shockingly few tools that give them the granularity
they must have to communicate effectively with their customers. They already think about their
audience in terms of segments, but what marketers need is a technology that will raise these
segments to the next level, equipping them with the full power of AI. See our blog
post Similarity Learning Cracks the Code of Explainable AI, demonstrating how similarity based
machine learning provides unmatched capacity for explainable AI in marketing.

CONCEPT OF FRAME WORK

A segmentation strategy provides companies with the insight they need to manage their
businesses profitably and with a customer focus. Segmentation delivers that insight by
subdividing a customer portfolio into multiple categories, based on such attributes as
behaviors, value, and needs. Additionally, segmentation asks questions to identify such
groups as the highest revenue-generating customers, value-destroyers, which consumers
should be targeted for acquisition, and who should be earmarked for cross-selling. This,
in turn, enables organizations to better address customers' needs and requirements, as
well as predict customers' future behavior, including the likelihood of churn.
Companies benefit in many other ways from segmentation. On a strategic level, it gives
them the knowledge to revise their core business direction. They can use segmentation,
for example, to determine which markets to enter or exit. Segmentation also helps with
decisions on such issues as the optimal organizational structure and what budget to
allocate for a particular business initiative. At a more tactical level it can help fuel
decisions on what campaigns to execute, what products to offer, which channels to
innovate, and what services to introduce. Market segmentation, where the focus is on the
total market rather than the company's consumer portfolio, provides customer
acquisition–related insights.
Segmentation methodologies that focus on behavior, life stage, and needs help
companies identify the characteristics of a product, service, or channel that appeal to
specific customer groups. Moreover, looking at consumers' needs and behaviors without
a specific product, service, or channel in mind can lead to innovative ideas that can help
to meet those needs.

RESEARCH MATHODOLOGY

Research Design:

Research design means adopting that type technique of research which is most suited for the
research and study of the problem. For the study and the research of the problem proper
material has to be selected and collected for the investigation.

“A research design
is the arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure.” Jahoda, deutish. Cook
In order to know about effectiveness of Future strategy Growth in Samvardhana Motherson
Group. It was necessary to interact with the Marketing Managers and Strategy Planners of the
company.

A questionnaire had to be designed to collect valuable information from the different groups.
The questionnaire which was designed suitably to meet the objective of research work.

Sampling Size

50 Employees of Samvardhana Motherson Group

DATA COLLECTIONS

Research included collecting both primary and secondary data.

PRIMARY DATA

is the first hand data, new data gathered to help solve the problem at hand. Data is collected
personally for the specific project through research. Questionnaire was prepared to gather
information on the company marketing and services.

SECONDARY DATA

is the is the second hand data collected by someone else with is gathered through internet,
publications, articles, company books, etc.

DATA COLLECTION:

The data collection method used was none other than survey method which is usually
incorporated for collection of raw information. The survey method is advantageous because it
helps to collect a great deal of information about an individual respondent. Survey: The type of
survey undertaken was that of sample type keeping in consideration the time constraint and
paraphemalic, besides the viability of census survey. The sample survey thus being taken to the
right path to reach the desired destination was carefully planned to convert of the operation by
using selected samples. Statistical Tool: The tool for obtaining the information was
questionnaire. A structured questionnaire was administered. The questionnaire was designed in
the view both major and minor objective of study. Sampling: With the customer being unknown
and given the time and resource constraints random sample was obtained from different people.
Data completion and analysis: After the data was collected, it was tabulated and findings of the
project were presented followed by analysis and interpretation to reach certain conclusions.

DATA INTEWRPATATION

ANALYSIS & FINDING

I am frequently stressed out at work.

0% 20%

50% 15%

15%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree
 I have been passed up at least once for
a promotion in the past few years.

0% 20%

50%
30%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 0% of employees are strongly agree about the point , 20% of employees
are agree on the point, 30% are neither agree nor disagree,50% are disagree and rest 0% of
employees are strongly disagree.
 I spend parts of my day daydreaming
about a better job.

10% 0%
15%

15% 60%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 60% of employees are strongly agree about the point , 15% of employees
are agree on the point, 15% are neither agree nor disagree,10% are disagree and rest 0% of
employees are strongly disagree.
 I find much of my job repetitive and
boring.

10% 5% 0%
10%

75%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 75% of employees are strongly agree about the point , 10% of employees
are agree on the point, 10% are neither agree nor disagree,5% are disagree and rest 0% of
employees are strongly disagree.
 I am mentally and/or physically
exhausted at the end of a day at work.

10% 5% 0%

85%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 85% of employees are strongly agree about the point , 10% of employees
are agree on the point, 5% are neither agree nor disagree,0% are disagree and rest 0% of
employees are strongly disagree.
 I feel that my job has little impact on the
success of the company.

20% 0%

50%
30%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 50% of employees are strongly agree about the point , 30% of employees
are agree on the point, 20% are neither agree nor disagree,0% are disagree and rest 0% of
employees are strongly disagree.
 I have an increasingly bad attitude
toward my job, boss, and employer

20% 0% 20%

60%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 0% of employees are strongly agree about the point , 0% of employees
are agree on the point, 20% are neither agree nor disagree,60% are disagree and rest 20% of
employees are strongly disagree.
 I am no longer given the resources I
need to successfully do my job.

0% 10%

30%
60%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 10% of employees are strongly agree about the point , 30% of
employees are agree on the point, 60% are neither agree nor disagree,0% are disagree and
rest 0% of employees are strongly disagree.
 I am not being used to my full
capabilities.

0%
40% 40%

20%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 0% of employees are strongly agree about the point , 40% of employees
are agree on the point, 20% are neither agree nor disagree,40% are disagree and rest 0% of
employees are strongly disagree
 I have received no better than "fair"
evaluations recently.

25% 0%
40%

35%

Strongly Agree Agree

Neither Agree nor Disagree Disagree
Strongly Disagree

This graph shows that 40% of employees are strongly agree about the point , 35% of employees
are agree on the point, 25% are neither agree nor disagree,0% are disagree and rest 0% of
employees are strongly disagree.
FINDING

The study revealed that Barclays bank Ghana limited groups various customers into the
following four market segments: standard or mass segment, premiere life or prestige
segment, premiere segment and corporate banking segment. Both customers and staff
have adequate knowledge of the existence of the various market segments of B.B.G.L.

Findings from the study indicated that the main basis of market segmentation or variables
of segmentation is the net worth of the customer; (example monthly income or monthly
turnover of the customer).

CONCLUSION
To Here are a few strategies and tips to help you navigate your way through
market segmentation. Start simple.

To Demographics provide a clear-cut way to divide a large market. Psychographics.

Behavioral. Geographic. Industry type or company size.

To We may often want to analyze each segment separately, as they may ...

mathematically using distance metrics, one
 to can find different segmentation solutions.

To Market segmentation is key to ensure that marketing efforts are targeted enough to drive
conversions. Learn more about creating segments that can boost profit.

The subject matter of this study was the effects of market segmentation on customer
service in the Ghanaian banking industry. The specific objectives of the study were to
identify the various market segments and the basis of segmentation at Barclays bank
Ghana limited, to measure the level of customer satisfaction for the various market
segments of B.B.G.L. customers and finally to establish the effects of market
segmentation on customer satisfaction, at Barclays bank Ghana limited.

The study was organized into five main chapters which have made contributions to
service marketing research in general and market segmentation in particular. The first
chapter covered the introduction and background of the study, the statement of problem,
the aims and objectives of the study, the research question, scope of the study, significance
of the study, brief research methodology, limitations of the study and finally organization
of the study. Chapter two was about the review of the relevant literature on market
segmentation, segmentation variables and customer service quality and an overview of
banking in Ghana. Chapter three elaborated on the methodology for the study. The fourth
chapter of the study contained the data presentation, analysis of data and discussions on the
findings of the study. Finally, chapter five of the study is about the summary of findings,
conclusions and recommendations of the study.

RECOMMENDATIONS

The purpose of this study was to develop a body of knowledge that would add to the
existing literature on service marketing in the specific strategy of market segmentation.
The findings of the study have several managerial implications since the findings can assist
in future managerial decisions or policy on market segmentation, especially in the
Ghanaian banking industry. In light of the above conclusion, the researcher recommends
the following for effective implementation of the strategy of market segmentation.
QUESTIONNAIR

1. Name :
2. Age :
a. 20yers To 25yers [ ]
b. 26yers To 30yers [ ]
c. 31yers To 35yers [ ]
d. Above 36yers [ ]
3. Gender:
a. Male [ ]
b. Female [ ]
4. Marital Status:
a. Married [ ]
b. Unmarried [ ]
c. Divorce [ ]
d. Widow [ ]
5. Family Size :
a. Nuclear [ ]
 b. Join family [ ]
6. Monthly Salary:
a. Below 6000rs [ ]
b. 6001rs To 12000rs [ ]
c. 12001rs To 18000rs [ ]
d. Above 18001rs [ ]
7. Education Qualification:
a. Illiterate [ ]
b. Up To 12th [ ]
c. Up To UG Degree [ ]
d. Up To PG Degree [ ]

e. Up To Diploma [ ]

8. How Do You Come To Know About The Organization:

a. Friend [ ]
b. Relative [ ]
c. Neighbour [ ]
d. Nearby Home [ ]

9. How Long You Work In This Organization:

a. Below Two Years [ ]
b. Two Years To Four Years [ ]
c. Four Year To Six Years [ ]
d. Above Six Years [ ]

10. What Motivated You To Take Up Job:

a. Salary [ ]
b. Native Of Job [ ]