MARKETING SEGMENTATION AS A MEANS OF ORGANIZATIONAL PERFORMANCE(A STUDY OF ETERNIT ALUMINIUM PLC SAPELE)

The major focus of this study is to critically examine the role of marketing segmentation as a means of organizational performance and give organization clues on how to approach segmentation and gain best results from it. The random sampling technique was adopted to determine the target population from the study population. A well structured questionnaire was used to elicit responses from respondents on related areas. The simple percentage method has adopted to analysis data generated and the chi-square statistical technique employed to test hypotheses formulated. The major findings from the study suggest that segmentation tends to improve organizational productivity and performance, but does not necessarily leads to customer’s loyalty. This lead to the conclusion that segmentation enhances organizational performance. In the light of the above, a major recommendation above others suggested by the researcher to organizations is that they should see segmentation as pathway to formulating and implementing quantity.