AN ASSESSMENT OF THE IMPACT OF MARKETING

SEGMENTATION ON PRODUCTION PLANNING IN AN

ORGARNISATION
(A CASE STUDY OF UNITED WIRE PRODUCTION LIMITED KADUNA)

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 TABLE OF CONTENTS

Title page - - - - - - - - - i

Approval Page - - - - - - - - ii

Declaration Page - - - - - - - - iii

Dedication Page - - - - - - - - iv

Acknowledgement - - - - - - - - v

Abstract - - - - - - - - - vii

Table of Contents - - - - - - - - viii

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 CHAPTER ONE

INTRODUCTION

1.1 Background of the Study - - - - - - 1

1.2 Statement of the Problem- - - - - - 4

1.3 Aims and Objectives - - - - - - 7

1.4 Statement of Hypothesis - - - - - - 7

1.5 Significance of the Study - - - - - - 8

1.6 Scope of the Study - - - - - - - 9

1.7 Limitation of the Study - - - - - - 9

1.8 Historical Background of the case Study - - - 10

1.9 Definition of Terms - - - - - - 15

CHAPTER TWO

LITERATURE REVIEW

2.1 Market Segmentation Defined- - - - - 17

2.2 Market Segmentation in a Contemporary Consumer Market- 20

2.3 Bases of Segmenting Consumer Market - - - 23

2.4 Requirements for Effective Market Segmentation - - 26

2.5 Industrial Markets Segmentation- - - - - 32

2.6 Segmentation Strategies- - - - - - 46

2.7 Benefits of Markets Segmentation- - - - -

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2.8 Problems of Market Segmentation

2.9 Elements of Markets Segmentation Strategy

2.9.1 Analytical Approach in formultion of Market Segmentation

2.9.2 Production planning

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - - 51

3.2 Research Population - - - - - - 52

3.3 Sample Size and Sampling Techniques- - - - 53

3.4 Method of Garthering Data - - - - - 54

3.5 Justification of Method Used - - - - - 56

3.6 Method of data Analysis - - - - -

3.7 Justification of Instrument Used - - - - -

CHAPTER FOUR

PRESENTATION OF DATA AND ANALYSIS

4.1 Data Presenention - - - - - - - 57

4.2 Data Analysis - - - - - - -

4.3 Tested of Hypothesis - - - - - - 67

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 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1 Summary of Findings - - - - - - 70

5.2 Conclusion - - - - - - - - 72

5.3 Recommendations - - - - - - - 73

Bibliography - - - - - - - 76

Personal Data - -- - - - - - 79

Questionnaire - - - - - - - 82

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 CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Market segmentation is a vital issue in marketing strategy.

Therefore, marketing segmentation is the sub-dividing of a market into

district subset of customers where any subsets may conceivably be

selected as a target to be reaching with a district marketing mix.

Kotler (2008) opines that market is a place or a geographical area

where buyers and sellers meet and function, goods and services are

offered for sale and transfer of ownership of title occur.

The aggregate market is so huge that any single market needs to

capture only a small portion of it to be very successful hence, the

strategy employed.

Limsitursti (2009) define marketing strategy can be viewed as the

techniques, styles and way that a distributing, developing and selling of

their products in order to attract the attention of its customers.

It is interesting to note that, each major variable, for the entire firm’s

offering requires careful research and studying before short and long

term marketing plans can be evaluated. Therefore, the needs for this

study goes a long way in re-organization that people as buyers and

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 customers differ in their need, taste, family and cultural background,

motivation lifestyle, and attitude towards products and purchases.

It is relevance to the present time in that, this set of buyers should

process distinguishing characteristics so that they may be used as

marketing targets product are positioned to meet segment customer

need, and a marketing mix appropriate to a particular segment may

selected . Kotler (2008) in his view, market segmentation offers an

efficient way for marketers to plan for attaining the desire goals and set

objectives.

1.2 STATEMENT OF THE PROBLEM

One of the obstacles that often lead to businesses failure is the inability

of some marketing executives to formulate, plan their strategies, they

operate without taking into cognizance the factors or the element both

internal and external to the forms which they operate. This research

work is primarily concerned with studying marketing company has

given and how market are been segmented in order to improve. Its

operational performance thereby providing the consumers with

adequate products as to how, where, what or getting them.

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1.3 OBJECTIVES OF THE STUDY

The importance of market segmentation in any business organization

cannot be over emphasized. Every business organization is faced with

the impact of selecting a suitable market of that will be follows to entire

effective marketing penetration.

The following are the objectives of this study

a. To determine the most effective segmentation strategies to used in

an organization

b. To identify the requirements for effective market segmentation

c. To establish the bases of segmenting a answer market.

d. To identify what the requirements and what customers wants in

each market for its uses.

e. To determine the benefits of market segmentation to the

consumers and the organization at large.

f. To solve the problems of segmenting a market

1.4 STATEMENT OF THE HYPOTHESIS

The following hypothesis was formulated for this project work.

Ho: that, the impact of market segmentation does not affect the

overall performance of an organization.

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 Hi: that the impact of market segmentation has a greater advantage

on the overall performance of an organization.

1.5 SIGNIFICANCE OF THE STUDY

The study would serve as first hand information to those in production

department of the relevance of segmenting a market for their various

users of their product.

The relational of every organization is to maximize profit and

satisfying consumers through the society.

Market segmentation will serve as eye openers to those in the

marketing field of identify their potential consumers at wherever they

reside.

This study will guide and instruct consumers of what and how they

produce their products and where they can meet them.

1.6 SCOPE OF THE STUDY

The scope of this study is narrowed to segmenting of consumers market

on which emphasis is placed on a contemporary market and consumer

market. This will also covers those in marketing department in the

organization used as a case study.

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1.7 LIMITATIONS OF THE STUDY

During the course of this study, there were some problems encountered

which stood as limitations to the research work.

TIME

Time is a very important factor in our day activities in that it waits for

no one. Therefore, the little time space available for the researcher to

carry out this study was a limitation to the study.

FINANCIAL

Due to this subject matter, all photocopies, typing, transportation to

keep this study is constraint but it did the little possible with the

available money.

RESPONDENTS

When gathering and collating the questionnaires, some respondents

filled the form correctly while other damaged it due to negligence,

some are unwilling to co-operate with the researcher.

SUPERVISOR

My supervisor, being loaded with work apart from supervising this

project work and the task of administrating the department, may not

always be at my disposal due to her work.

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1.8 HISTORICAL BACKGROUND OF THE CASE STUDY

United wire production limited, Kaduna is Liability Company.

The company was incorporated in March 1977, and started commercial

production in October 1979, and has been in full products since

January, 1980.

United wire products limited in currently set up to produce different

sizes of wire, Nail, Barbed wire chain link fencing wire.

In 1981-82 the company underwent an expansion exercise involving the

introduction of two new product lines soft building wire welding

electrodes. it is the only company in the northern states producing

welding electrodes. In 1985, a Gal vanishing plant was added to the

product line of the company. The company at that time was first to

manufacture Galvanized wire which is a raw material required for the

production of barbed wire, chain link fencing wire and galvanized

welded mesh. The successes recorded above have not only made the

company the leading wire manufactures in other states but also one of

the leading in the country as a whole.

The request for the setting up of united wire products limited was made

by a delegation form international wire corporation which has its

registered office at panama, with the co-operation of northern Nigeria

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 investments limited, Kaduna, 3 other Nigeria were initiated to form the

shareholder of the company.

The initial paid up share capital of the company was N600, 000 which

was held as follows: N

a. International wire co-operation 24, 000

b. Northern Nig. Investments Ltd 180, 000

c. Balm Holding Ltd 100, 000

d. Alh. D.H. Abdu 40, 000

e. Alh. Sani Bakori 40, 000

Total 600, 000

The composition of the above holding could be diagrammatically

represented thus:

1 WC BH
40% 16.667%
DHA
NNIL 6.665%
30% SB
6.665%

The company’s present manufacturing facilities consist of the

following:

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 - Complex wire during plant with automatic cooling devices.

- Roofing nails manufacturing machinery with allied

processing lines.

- Barded wire making machinery with automatic roll following

devoices.

- Machinery for the manufacture of gala vanished chain link

fencing.

- Complete nail making plant.

- Wire drawing and pot annealing equipment for production of

soft binding wire.

- Complete wire for the manufacture of electric is welding

electrodes.

- Complete plant for the manufactures of galvanized wire.

1.9 DEFINITION OF TERMS

The most requiring ones are hereby identified for the purpose of

reader’s guidance and better understanding.

1. Market: A market is an area which the aggregate of forces or

auditions results in decision that satisfies demand by the transfer of

good and service.

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2. Marketing: This refers to the performance of business activities

that direct the flow of good and service form producer to consumer

or user.

3. Segment: district identified part of market.

4. Market segmentation: Is the process of dividing the total

heterogeneous markets for a production into several sub-markets or

segments and each of which tens to homogenous tends

homogenous in all significant aspect.

5. Homogeneous preference: Reveals a market where all the

consumers have almost the same preference.

6. Differentiated Marketing: A form goes after a market segment

and developed the ideal offer and marketing mix.

7. Geographical Variables: this has to do with region, nation, state,

local government districts etc.

8. Demographic variables: It has to do with age, sex and occupation

etc.

9. Behavioral Variables: This refers to the benefit, user, status,

readiness and purchase occasion etc.

10. Psycholograhics Variables: This is concerned with life style,

personal, social status and motivation etc.

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 11. UNPL: United wire products limited.

12. Price: This means the monetary value of product or services.

13. Place: This means all the possible distribution channels to flow in

order to meet target.

14. Strategy: the cruciall techniques with which a company hopes to

achieve its long run consumers and profit objectives in a peculiar

competitive environment.

15. Product: Its anything that com be offered to the market for

acquisition, attention, used and consumption that may satisfied a need.

16. Marketing Strategy: Set of policies that guides the company’s

marketing objectives.

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 CHAPTER TWO

REVIEW OF RELATED LECTURE

2.1 MARKET SEGMENTATION DEFINED

This the chapter capture the of past authors and other who have

successfully carried out a research topic on the subject matter. The

fundamental meaning of segmenting a market, bases for market

segmentation of a consumer market, requirements for effective market

segmentation e.t.c are part of what will be diseased in this chapter.

Market segmentation is a vital issue in the study of marketing

segmentation has great value in formulating marketing strategy. It has

significance both as a marketing tool and a basic input to marketing

and business planning according to Philip Kotler and carry Armstrong

(2010).

To properly understand these aspects, it is necessary to know what

market is;

Frederick (2005) defines a market as a place of a geographical area

where buyers and sellers meet and function, goods services are

offered for sale and transfer of ownership title occurs.

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The strategy of market where the firm strives to satisfy the different

needs of customers by dividing these customers into homogeneous

group in technically referred to as market segmentation.

Kotler (2008) sees market segmentation as the sub-dividing of a

market into district sub-sets of customers where any subsets may

conceivably be selected as a target to be reached with a district

marketing mix.

Gecko (2010) they defines market segmentation as a process of

dividing the total nitrogenous market for a product into several sub-

market each of which tends to be homogeneous in all significant

aspect.

Modern (2004) defines segmentation as the analysis of a particular

market demand on the basis of the con be differentiated. According to

smart (2005) segmentation is a rational and precise adjustment of

product and market effort to customers of user’s requirements.

Pride (2009) defined market segmentation as a process of dividing a

total market into markets group consisting of people who have similar

needs.

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 Market segmentation is the recognition that groups of sub segments

differ with respect of properties which suggest that different

marketing mixes night be used to appeal to the different groups.

2.2 MARKET SEGMENTATION IN A CONTEMPORARY

CONSUMER MARKET

The aim of mass product was to standardize efficiency and lower production

cost, to enjoy the benefits of mass production and cost, to enjoy the benefits

of mass production and cost savings, consumers could strain to accept

standardized products. The buyers were offered essentially an opportunity

for choice under the mass production orientation, each producer treated the

market as a single unit consumer could satisfy differences in preference only

by buying competitors brand which were sometimes different from

competitors brands.

The market segmentation philosophy therefore brought significant

understanding of the entire market and its possible segments upon whose

understanding marketing oriented firm is established.

This for once proved buyers authority in the marketing of goods and services

and manufacturer begin to understand the opportunities presented for broad

evening their market through designing different brains targeted to serve

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different market segment. Appleby (2008) detergent industry for and

examples realized that not all customers were looking for the same qualities

in a law dry detergent and that even the same customers night want ‘deep

cleaning qualities’ for some laundry load and gentleness on fragile fabrics

for other load.

2. 3 BASES OF SEGMENTING CONSUMER MARKET

Stanton (2007) a sound marketing programmes starts with identifying and

analyzing the market for a product.

A market is people with money to spend and their willingness to spend it but

for most products, the total market is too broad and heterogeneous for a

strategy of market aggregate that is developing are programme to reach the

entire market.

A more effective strategy therefore is market segmentation, in which the

entire market is viewed as several smaller but more uniform and the

industrial user sub-market. As a first step, the market is divided into the

ultimate consumer and the industrial user sub-markets. There are several

bases for further segmenting the consumer sub-market.

Below are some approaches which contain numerous further possibilities

which make for an interesting menu from which marketers may choose.

These are:

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I. Demographic segmentation

II. Psychographic segmentation

III. Geographic segmentation

IV. Behavioral segmentation

1. DEMOGRAPHIC SEGMENTATION

Customers are homogenously grouped under demographic

similarities like age, sex, family, size, family life-cycle, income,

occupation, education, religion, race and nationality persons in the

same group can be approached by the same type of appeal and

advertising medium. In come levels decide the purchasing capacity of

the people.

Accordingly, the price variations and product differentiation can be

practiced, according to market potentials and other bases.

2. PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation approach is extremely broad. It was

first used in marketing about 28 years ago. life style are nothing but

attempt to distinguish groups exhibiting deferent styles in altitudes,

interests and opinions, personality with brand mage and brand concept

designed to appeal to corresponding consumer personalities (self

mages, self accepts etc).

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 3. GEOGRAPHIC SEGMENTATION

Here the market is divided into different locations, nations, regions

states, cities or even towns and neighborhoods.

The organization or business firm realizes that market location. It then

determines those geographical market that mould serve the lowest

expenditures and realized the targeted returns, another bases of

segmenting a market is through geographical population composition,

the population distribution of a country serve as another basis for

segmenting consumer product in Nigerian, for example, there are two

areas with densely population. These are cities which have advantages

of industries, educational commercial and other social infrastructure

concentrated there. Secondly, there are the real rural areas.

Collectively constituting about 60% of Nigerian population

4. BEHAVIORAL SEGMENTATION

In the view of Kotler (2008),”purchase occasion, benefit south, user,

status, usage rate, loyalty styles readiness stage marketing factor, sensitivity

are some of the variables used to group the customers for adopting common

marketing tactics”. The behavioral pattern of the consumer changes from

occasion to occasion many marketers are interested to find out and go after

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the potential users, potential users and light and indium users are identified

and separated, strategies on the bases of their potential are adopted.

2.4 REQUIREMENTS FOR EFFECTIVE

Gary (2010) opines that market segmentation wide-spread agreement in

the marketing literature that for a segment to meet specific marketing

attention, it must satisfy these conditions.

a. MEASURABILITY:- This refers to the degree to which the

size and purchasing power of the resulting segment can be

measured the question to ask is can the main features of each

segment be measured and expressed in useful terms

b. ACCESSIBILITY:- This refer to the degree to which the

resulting segments can be effectively reached and served.

This has to consider whether it can actually direct its

marketing effort at a particular segment, bought in term of

product or product development and marketing mix.

c. SUBSTANTIALLY: - This is the degree to which the

resulting segment is large and/or profitable enough to be worthy

pursing. The form needs to ask; to what extend will the revenue

gained from selling into a segment offset the total cost involved.

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 A segment should be the largest possible homogeneous group of

buyers that it pays to pursue with a specially designed marketing

programme.

d. IDENTIFICATION: - This is the degree to which the

segment process discriminates meaningfully between sets of

buyers and picks out differences in market demand pattern.

e. STABILITY: - this measured the extent to which the behavior of

the market can be predicted inn the future.

f. ACYIONABILITY:- This is the extent the firm serving or

intending to serve the segment can formulate effective marketing

programmes to capture he segment.

2.5 INDUSTRIAL MARKETS SEGMENTATION

In addition to the variables that are used in consumer market

segmentation there are some other variables used for the segmentation

of industrial used fro the segmentation of industrial goods. The

common way to segment an industrial market is by the user. They

attach different benefits to the same product and they are to be

approached with different marketing mixes. In practice, industrial

market segmentation is not based on one single variable but on the

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 basis of target market opportunities where a succession of segmentation

variables is applied.

2.6 SEGMENTATION STRATEGIES

There are many strategies, each strategy reflects a particular market,

goals and management style. The two important tasks to be identifiable

segments and to fail or the marketing mix to appear to one or more

significant segments. It is nothing but the product positioning which is

the identification of the unsatisfied segment of the market and then

slowly attacking it with a unique product price and promotion. Most of

this segmentation is positioning strategies and are variables of the three

methods suggested by Kotler (2010) which are:

i. Undifferentiated marketing

ii . Differentiated marketing

iii. Concentrated marketing

i. Undifferentiated marketing: - marketing is mass marketing

where the firm is trying to attract as many customers as possible

with one other and marketing mix.

ii. Differentiated marketing: - the firm might develop an effective

offer and marketing mix for each segment not the market and

pursue the several market segments.

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 iii. Concentrated marketing:- this is still difficult, it is where the

firm develops the ideal offer and marketing mix for one

particular market segment and decides to catch up that market.

2.7 BENEFITS OF MARKET SEGMENTATION

According to Uearah (2003), market segmentation offers a numbers of

benefits to business organization among many other are:

i. Mmarket segmentation helps business executives in business

planning and decision making proper definition of the market and

understanding of customer need, facilitate decision making in the area

of business to enter and the type of product or services to offer.

ii. The strategy of market segmentation suggest continuous policy of

market research, which leads to discover of opportunities to be

exploited by the firm.

iii. Market segmentation enables management to be able to assess its

competitive strengths and weaknesses, through this, the firm can

identify those segments where competition is very strong or weak.

iv. A continuous policy of market segmentation strengthens the

capability of the firm in meeting changing market needs, wants and

demands.

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 v. The application of market segmentation leads to a more precise

definition of market in terms of consumer needs. This improves

management understanding of marketing concepts.

2.8PROBLEMS OF SEGMENTING CONSUMER MARKET

(GOODS)

As the name implies ‘consumer’, they are the last people who bourght

goods or uses services consumer market (goods) is ‘goods bought and

used by individual customer such as food, clothing domestic appliances

etc.

Customer situations according to Limsitursti (2009) are those temporary

environmental circuits once that forms the context within which a

consumer activity occurs. Examples of situational factors that influence

consumer’s arte physical, social, the occasion for which the product is

brought, times and the customer tempo logical and mood states.

This situation may influence tomers when they receive combination

about or service then they makes a purchase and when they use the

product and service.

The impact of the physical surrounding on customer is particularly

important for retailers stores layout, atmospherics, crowding and store

location are all factors in the physical environment that can effect

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consumers social motives influence why people shop, their involvement

in the purchases, and their conformity to the tastes and preference of

others usage occasions can utilized a portent segmentation tools.

For example, Sony walkman radios are positioned to the used while

running.

Time is also an important situation variable customers may be segmented

based up [on their perception and use to time from this perspective time

is viewed as resources. How consumers choose to spend time, reveal,

much about their life styles.

Time can be conceptualized as a situational variable. In this case, the

availability of time of day influences answer action in additional I such as

product choice and information processing.

Finally, antecedent state concern the temporary physical and mood states

that influence consumer behaviour. Whether people are happy or sad,

hungry or thirsty can influence their altitude about the purchase and how

much they buy.

The type of situation can directly influence consumer’s behaviour

frequently however; the situation interacts with the product and the

individual characteristics of consumers to influence buying behaviour.

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 For example, situation interacts strongly with the type of product for

beverages. The type of beverage bought for a party may be quite different

from bought for quenching thirst.

2.9 ELEMENT OF MARKETING SEGMENTATION STRATEGY

Market segmentation strategy comprises several interrelated elements.

The first and most important of these is market selected that the

company chooses to serve; product planning includes the choice of

product time, the design of individual offering in the time.

Another element of marketing segmentation strategy is the distribution

system or the whole sales and retail channels through which the product

moves to those who buy and ultimately use it.

Advertising strategy is the plan for telling potential customers about

product through radio, television, direct mail public print.

Personal selling is the storage for identifying some of the strategy option

that may be open in each area and exhorting consideration that is clean

on the managerial choices.

2.9.1 ANALYTICAL APPROACH IN FORMULATING

MARKETING SEGMENTATION STRATEGY

Strategy according to Appleby (2004) should be responsive to market

conditions, environment and cost factors in developing market

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programme. Therefore, the following areas have to be taken into

consideration.

a. ENVIRONMENT FACTORS

In the broadest level, it is paramount to assess the significance of

environment elements such as population growth, disposable income as

well as government regulation that may influence the company’s

business activities.

b. MARKET FACTORS

When focusing on a particular market it is essential to determine its size

growth rate, stage of development, trends in the distribution system

service, the market patterns of buyer’s behaviors, demand strictures

statements that currently exist or developed and opportunities that might

provide entry in a market finally what level of investment is required.

c. COMPETITION

Answers should be provided in regard to the following question. Who

are the competitors? What product/market position do they occupy?

What are their strategies? What are their strengths and weakness?

What are their cost structure and their production techniques?

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 d. BUYER BEHAVIOUR

The analysis of pattern of buyer behaviors is central to product design,

pricing and communication strategy. To some extent we can

hypothesize about buyer behaviour from our own purchasing patterns

and those observed from others.

2.9.2 PRODUCTION PLANNING

Everest (2005) begins with the identification of market opportunities

market opportunities means customer needs or wants. Knowing

features of the type of product by people is the beginning of product

planning. The reason is that the purpose of production is to sell.

Manufacturing engineers go to their posts and translate the general

features of specification into actual product by designing and other

technical procedures. They do technical translation of the customer’s

desires of the features.

Erwin (2009), the processes of production require the acquisition of

inputs i.e. material equipment, manpower, money and others. These

inputs are then converted into outputs, that conform closely to the

established technical and general specifications, and then to customers

needs and desires.

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All production management aims at mailing income for the business

enterprise. Income flows into an enterprise through the sale at profit of

what has been produced. Another major objective is to bring about

this mathematical relationship of 0 > 1. The output must be greater in

value that the input. This means that the process of transformation

must yield outputs that have greater value and yield higher income

than the cost of input.

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

This chapter focuses on the various techniques employed in the course

of carrying out this research study.

It also consist of instrument for data analysis, collection, area of study,

Research design, population of the study, sample and sampling

techniques, administration of the instrument and the method of data

presentation.

A research study of this nature requires the research design that is

quite appropriate in facilitating comprehensive by the reader. The

descriptive research design is thus considered applicable for this

study. It has an important advantage of describing the variables under

investigation clearly and without any form of ambiguity.

3.3 POPULATION OF THE STUDY

The research population for this consists of 50. these consist of

management staff and employee of United wire product Ltd, Kaduna.

3.4 SAMPLE AND SAMPLING TECHNIQUES

Based on the above, population of the study, 20 respondents was

chosen as the sample size. The convenient non-probability sampling

32
 technique is considered for this study because it will make it easy to

assess the sampling methods.

3.5 JUSTIFICATION FOR METOD USED

The instrument used for data collection is questionnaire structured

questionnaire are administered because it is fast and may be pre-coded

for data analysis.

3.6 METHOD OF DATA ANALYSIS

The questionnaire was administered through the personnel

management of the company to the management staff and customers

of United Wire Product Ltd Kaduna headquarters and corporate

office.

3.7 JUSTIFICATION FOR THE INSTRUMENT USED

The analysis was presented in a tabular form while the hypothesis was

proven and tested using chi-square statistics.

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 CHAPTER FOUR

PRESENTATION OF DATA AND ANALYSIS

4.1 DATA PRESENTATION

This chapter focuses on the presentation and analysis of data

collection from the management staff and customer of unite wire

product Ltd Kaduna. The analysis is presented in tabular form.

4.2 DATA ANALYSIS

Question 1: Indicate your sex

OPTION RESPONDENT PERCENTAGE (%)

Male 13 65%
Female 7 35%
Total 20 100%
Source: Field survey, 2010

The above table shows that 13 or of the respondent are male, while or

35% are female.

Question 2: What is tour marital status?

OPTION RESPONDENT PERCENTAGE (%)

Single 3 15%

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Married 15 75%
Divorce 2 10%
Widowed --- ---
Total 20 100%
Source: Field survey, 2010

3 or 15% of the respondents are single, 15 or 75 % are married while

2 or 10% are divorced respondents.

Question 3: Age bracket

OPTION RESPONDENT PERCENTAGE (%)

18 -25 years 5 25%
26 – 45 years 10 50%
36 – 45 years 3 15%
46 years and above 2 10%
Total 20 100%
Source: Field survey, 2010

From the above, it shows that the respondents are in the age bracket of

18 – 25 years representing 5 or 25%, while those in the age bracket of

26 – 35% are 3 or 15% and those between the age brackets of 46 years

and above are represented by 2 or 10%.

QUESTION 4: Educational background

OPTION RESPONDENT PERCENTAGE (%)

NECO/SSCE 2 10%
ND/NCE 10 50%
HND/BSC 3 15%
Postgraduate 5 25%

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Total 20 100%

SOURCE: Field survey, 2010

From the above data 2 or 10% are respondent with NECO/SSCE

educational qualification, ND/NCE are represented by 10 or 50% of

the respondents, 3 or 15% are represented by HND/BSC as their

educational background and postgraduate and other are represented by

5 or 25% of the respondents.

QUESTION 5: What variable are taken into consideration when

formulating marketing strategies in your company?

OPTION RESPONDENT PERCENTAGE (%)

Quality of product 5 25%
Market 5 25%
Customers 5 25%
Prices 5 25%
Total 20 100%
SOURCE: Field survey, 2010

From the above, table, it shows that 5 or 255 of the respondents

believed it is quality of product of the company that is taken into

consideration when formulating a marketing strategies that would be

employed in other to meet customers needs. 5 or 25% believed it’s the

market, while 5 or 25% of the respondents believed it’s the customers

and the last but not the least are saying price should determine the

36
marketing strategies to be adopted in the company they were 5 or 25%

of the respondents.

QUESTION 6: How effective is segmentation on product planning in

the organization for overall performance.

OPTION RESPONDENT PERCENTAGE (%)

Very effective 14 70%
Effective 5 25%
Not effective 1 5%
Other (specify) -- --
Total 20 100%
SOURCE: Field survey, 2010

The above table indicates that there is great effectiveness on product

planning where segmenting a market. This is respondents by 14 or

70% of the respondents. They equally believed that segmentation

helps when planning what products to give their customers. 5 or 25%

are equally saying it is effective and only 1 or 5% is of the opinion

that its not effective at all.

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4.3 TEST OF HYPOTHESIS

Hypothesis 1

Step i: Stating the hypothesis

H0: That the impact of market segmentation have a greater advantage

on the overall performance of an organization.

Hi: that the impact of market segmentation doesn’t affect the overall

performance of an organization.

QUESTION 6

QUESTION RESPONSE FO PERCENTAGE

(%)
Howe effective is Very effective 14 70%

segmental on Effective 5 25%

product planning Not effective 1 5%

in the

organization for

overall

performance.

Total 20 100%
SOURCE: Field survey, 2010

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Step II: Calculating the expected frequency (Fe) because we have

three responses, very effective, effective and not effective and the

total sample size is H0 our expected frequency is: Fe = 20/3 =6.67

Step III: calculating of chi-square (X 2) in any particular case is

given

By: X2 =Fo-fe
Fe
Where: E means sum

FO: means observed frequency

Fe: means expected frequency

Respondent Fo Fe (Fo-Fe) (Fo-Fe)2 (Fo-Fe)2

Fe
Very effective 14 6.67 7.33 53.73 8.06
Effective 5 6.67 -167 2.79 6.42
Not effective 1 6.67 -55.67 32.15 4.82
Total 20 20 0 88.67 13.30
Source: Author compotation, 2010

Chi – square (X2) computed = 13.30

Step IV: calculation of degree of freedom (Df)

DF = (C -1) (R – 1)

= (2-1) (3 -1)

=2

Step V: Decision Rule, Decision and Interpretation

39
 Decision Rule: reject Ho if the Chi – square calculated value is higher

than Chi – square table value and accept H1 and vice versa.

Decision: since the Chi – square calculated value is higher than the

Chi – square table valued, the H1, will be accept and H0 will be

rejected.

Interpretation: This shows that the application of marketing

segmentation have a greater impact on the overall performance of the

organization.

4.3.1 MAJOR FINDINGS

From the research study carried out, market segmentation is very vital

because customers are scattered all over the place and they should be

segmented in line with geographical location, religious background,

cultural altitudes etc.

Numerous or various kinds of wire and cables are manufactured in

this organization that they are too numerous to mention.

Customers want their pricing policies to be communicated to them

because of what they can give the ultimate consumers of their

products like the electricians, engineers and Architects.

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The organization to those in efforts in reaching out to those in the

grassroots in order to let them know their products. So marketing

should be the ultimate if they want to meet the set objectives of the

organization are inference to either agree or disagree with them.

Question 10: To what extent does your products compare with those

competitors on quality.

OPTION RESPONDENT PERCENTAGE (%)

Very favorable 10 50%
Fairly favourable 2 10%
Not favourable 8 40%
Other (specify) -- --
Total 20 100%
Source: Field survey, 2010

10 or 50% representing half of the respondents believed that their

products is favourable in the eyes of their customers compared to their

competitors products while 2 or 10% of the respondents says its fairly

favourable and 8 or 40% days it is not favourable.

Question 11: How many types of products do you have, give 4 major

types.

The respond from one of the staff in the organization. Says they have

various types of products that it too numerous.

Meanwhile, they mentioned single core PVC which they use in

electrifying a building. It ranges from 1.0mm2 to 50mm|2, there are

41
unarmored PVC/PVC cables for armouring too. There are various

types of Armored SWA for transformers and high tension wire also

XLPE for special armouring of high tension wire.

Question 12: What is your company’s pricing objectives.

OPTION RESPONDENT PERCENTAGE (%)

Profit orientation 4 20%
objective
Target objective 8 40%
Competitive objective 3 15%
Satisfaction objective 5 25%
Total 20 100%
Source: Field survey, 2010

From the above table, it shows clearly that 4 or 20% respondents

believed that the pricing objectives of the organization is profit

oriented, 8 or 40% respondents are for target objective where the

organization will meet their target. 3 or 15% are of the opinion that

it’s for competitive objective. It is competing with other cables

manufacturer in Nigeria to have their.

Question 7: Is marketing strategies employed in your organization

effective enough.

Table 7:

OPTION RESPONDENT PERCENTAGE (%)

Yes 15 75%
No 3 15%
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Indifference 2 10%
Other (specify) -- --
Total 20 100%
Source: Field survey, 2010

The above table shows that 15 or 75% of the total respondents

believed that the marketing strategies employed by the company are

working. While 3 or 15% are of the contrary opinion while only 2 or

10% of the other respondents believed they do not know anything

concerning any marketing strategies being employed.

Question 8> If yes, to the above question, what factors is then

responsible to its effectiveness.

Table 8:

OPTION RESPONDENT PERCENTAGE (%)

Proper planning 5 25%
Proper coordination 10 50%
Proper implementation 5 25%
Others (specify) -- --
Total 20 100%
Source: Field survey, 2010

From the table above it shows that proper planning employed by the

organization sees to it that makes the marketing strategies employed

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works. This was represented by 5 or 25% of the respondents, 10 or

50% of the other respondents believed that it is a result of proper

coordination of those who carry out the strategies that makes it works

in the organization it as a result of proper implementation of those

strategies by the workers.

Question 9: Does your organization conduct research into customers

wants.

OPTION RESPONDENT PERCENTAGE (%)

Yes 10 75%
No 3 15%
Indifference 2 10%
Other (specify) -- --
Total 20 100%
Source: Field survey, 2010

From the table above computed, the opinion is that, their organization

conducted research into any of their products consumers wants or to

know what their customers would like to purchase from them. 3 or

155 are of the contrary opinion while only 2 or 10% are indifferent to

either agree or disagree with them.

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Question 10: To what extend does your products compare with those

of competitors on quality.

Table 10

OPTION RESPONDENT PERCENTAGE (%)

Very favourable 10 50%
Fairly favourable 2 10%
Not favourable 8 40%
Others (specify) -- --
Total 20 100%
Source: Field survey, 2010

10 or 50% representing half of respondent believed that their

products is favourable in the eyes of their customers compared to their

competitors products while 2 or 10% of the respondents says it fairly

favourable and 8 or 405 says it is not favourable.

Question 11: How many types production do you have? Give a major

type.

The respondents being the staff of the organization says they have

various types of products that its too numerous but mention.

45
Meanwhile, they mentioned single are PVC which they use in

electrifying a building. It ranges form 1.omm2 to 50mm2; there are

unarmored PVC/PVC cables for armouring too. There are transformer

and high tension wire also XLPE for special Armouring of high

tension wire.

Question 12: What is your company’s pricing objectives

Table 12

OPTION RESPONDENT PERCENTAGE (%)

Profit oriented objective
Target objective
Competitive objective
Satisfaction objective
Total
Source: Field survey, 2010
4 20%
8 40%
3 15
5 25
20 100%

From the above table, it show clearly that 4 or 20% respondents

believed that the pricing objective of the organization is profit

oriented, 8 or 40% respondents are for target objective where the

organization will meet their target 3 or 15% are of the opinion that its

for competitive objective. T is competing with other cables

manufacturer in Nigeria to have their.

Question 13: How does your company achieve its set objectives in

spite of competitors?

Table 13

46
 OPTION RESPONDENT PERCENTAGE (%)
Discount allowed 4 20%
Quality improvement 5 25%
After sales improvement 11 55%
Other (specify) -- --
Total 20 100%
Source: Field survey, 2010

From 6th above computed table 4 or 20% believed that it was as a

result of Discount allowed that makes the company to achieve its set

objectives in spite of competitor’s activities in the country. Ehile 5 or

25% believed it is as a result of quality improvement of products

manufactured to meet customers specifications while 11 or 55%

believed strongly that since customer are kings, after sales service is

the estimate whereby any damaged products can be returned and new

once replaced market share also while 5 or 25% believed it is for

satisfaction purpose.

Question 14: Do your company usually communicate your pricing

policies to your customers.

OPTION RESPONDENT PERCENTAGE (%)

Yes 14 70%
No 6 30%
Indifferent -- --
Other (specific) -- --

47
Total 20 100%
Source: field survey, 2010

14 or 70% respondent believe totally that they communicate their

pricing policies to their customers to let them know when prices are

increased or downward review to make them in time with the

happening in the organization. 6 or 30 % of the respondent disagree

with this. They believe that no communication of price whatsoever

was given to their customers to let them know when increase their

prices or not.

CHAPTER FIVE

5.0 SUMMARY OF FINDING, CONCLUSION AND

RECOMMENDATION

5.1 SUMMARY OF FINDINGS

This chapter summarizes the study carried out, make the necessary

conclusion and offer recommendation to guide the management in the

best marketing strategies to employ in order to maximize profit and

ensure customers satisfaction.

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 The primary objective of this study is to determine the impact of

market segmentation on production planning in an organization.

In analyzing the data collected base on the research topic, the

following are the summary findings:

1. The potential and

existing customers are in all states.

2. There is no proper

printing policy communication within and outside the organization.

3. there is not enough

working capital in the organization

4. The organization lack in

sourcing local raw materials production.

5. There is no enough

plant/machines to produce large quantities of produce.

5.2 CONCLUSION

Based on the research conducted through this project, I can see that

united wire products limited have some contracting factor form

marketing of wire and cables in Nigeria and Kaduna as the case study.

49
 There are lacks of sufficient raw materials in the country becouse of

high cost of transportation, instability of costs and lack of working

capital. The policy makers of wire industry, the rolling mills and

government will benefit from this research work having bought to

high some of the marketing strategies problems facing wire industry

in Nigeria.

5.3 RECOMMENDATION

For the purpose of this research study, the following are

recommended for this study.

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