EFFECT OF MARKET SEGMENTATION ON SALES VOLUME IN A MANUFACTURING INDUSTRIES (A CASE STUDY OF UNILEVER NIGERIA P PLC LAGOS)

CHAPTER ONE 1.0       BACKGROUND OF THE STUDY 1.1       INTRODUCTION The effect of market segmentation on the sale volume manufacturing industry is concerned with theory and practice of dividing a market into definable groups, usually to improve marketing performance, frequently different segments of a market have individual behavioural patterns and require a different approaches for success to be achieved. And the firm because this has implication on the firm profit, which is the firm principal objective of running a firm. Actually before anything could be said on market segmentation, the term market segmentation need to be defined. Kolter and Arm-Strong (1996) …READ MORE …