THE IMPACT OF MARKET SEGMENTATION OF SALES PERFORMANCE OF A BREVERAGE INDUSTRY
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The basic aim of this research is to examine the impact of market segmentation on sales performance in the beverage industry. The study is guided by three specific objectives which are to examine the effect of Geographic market segmentation, demographic market segmentation, and Psychographic market segmentation on the sales performance of beverage industry. Descriptive research design was adopted for this study. In order to achieve the objectives of this study, primary source of data was used. The primary data used for this study was obtained directly from respondent through the administration of structure questionnaires to Marketers in the beverage industry.Data analysis was done using Statistical Package for Social Sciences (SPSS version 21.0) and Microsoft excels to generate quantitative reports which were presented in the form of tabulations, percentages, mean and standard deviation. The study further shows that an increase use of the different types of market segmentation is associated with higher levels of employee performance. The variables geographical segmentation has positive significant effect on sales performance. While demographic and psychographic segmentation though they have a positive but they have an insignificant effect on sales performance.
Key words: Market Segmentation and Sales performance.