ABSTRACT
The objective of the study was to establish the effect of market segmentation on the corporate profitability of telecommunication companies. The researcher had intended to establish the effect of market segmentation on the corporate profitability of telecommunication companies. The questionnaire was used as the survey method of collecting primary data for the study. Data was collected from primary sources and multiple regression was used for data analysis. The regression result of the study’s model suggests that Market segmentation have impact on Profitability, it is however shown that the coefficient of the independent variable (Market segmentation) positively relate to Profitability. The parameters show that increase in Market segmentation increases Profitability by 30.6%. The regression results also reveal that holding Market segmentation to a constant zero, Profitability will be at a factor of 2.709. This further affirms the importance of Market segmentation in an organization. The regression result also reveals that Profitability and Market segmentation are correlated by 0.737; this indicates a very strong relationship between Market segmentation and Profitability. It is also pertinent to note that Market segmentation has significance lower than 5% (0.013) indicating its statistical significance and suitability for decision making. Using correlation technique, it is evident that all variables have positive correlation as the correlation coefficient is 0.737. This implies that there is a strong positive relationship between Profitability and Market segmentation. Also, the f-stat value of 7.829 is greater than f-tab (4.13). To further certify this is the P-value having significance value less than 0.05. All of this imply that H1 is true and accepted hence rejecting H0. Conclusively, this research found that there is a positive linear relationship between Profitability and Market segmentation. Therefore, On the basis of the findings of this study, it was concluded that market segmentation is crucial in the enhancement of the business of any organization. It is recommended that Organization need to get professional marketers that can enlighten and train their organization as a whole on marketing segmentation, and marketing strategies as a whole.
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TABLE OF CONTENT
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vi
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of Problem 2
1.3 Objective of the Study 3
1.4 Research Question 3
1.5 Research hypothesis 3
1.6 Scope of the Study 3
1.7 Significance of the Study 4
1.8 Definition of Terms 4
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CHAPTER TWO: LITERATURE REVIEW
2.1 Conceptual Framework 6
2.1.1 Concept of market segmentation 6
2.1.2 Bases of market segmentation strategy 8
2.1.3 Steps in Market segmentation 12
2.1.4 Aim of Market Segmentation 15
2.1.5 Potential Benefits of Market Segmentation 16
2.1.6 Implementing Market segmentation 17
2.1.7 Key considerations in implementing segmentation programmes 17
2.1.8 Requirements for Effective Market Segmentation 18
2.2 Theoretical Framework 20
2.2.1. Planned behavior theory 20
2.2.2. Maslow’s hierarchy of needs theory 20
2.2.3 Clark theory of profitability 21
2.3 Empirical framework 22
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CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 27
3.2 Research Design 27
3.3 Target Population 27
3.4 Restatement of Research Hypothesis 27
3.5 Source of Data 28
3.6 Sampling and Sampling Procedure 28
3.7 Types of Data and Instrument for Data Collection 29
3.7.1 Validity and Reliability of the Instrument 29
3.8 Data Analysis 30
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.0 Introduction 31
4.1 Presentation of Demographic Data 32
4.2 Analysis Of Respondents’ Response To Research Questions 34
4.3 Hypothesis Testing 40
4.4 Discussion Of The Findings 42
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CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction 44
5.2 Summary of Findings 44
5.3 Conclusion 45
5.4 Recommendations 45
REFERENCES 46
APPENDIX (CES) 49