An Evaluation Ofthe Impact on Marketing Segmentation on Increasing Market Share in the Automobile Industry
AN EVALUATION OF THE IMPACT OF MARKETING SEGMENTATION ON INCREASING MARKET SHARE IN THE AUTOMOBILE INDUSTRY
BY
ALAGBO LATEEF OLUFEMI
EAA090671
A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION (MBA).
TO THE
DEPARTMENT OF MANAGEMENT SCIENCE, FACULTY OF ENGINEERING AND TECHNOLOGY, LADOKE AKINTOLA UNIVERSITY OF TECHNOLOGY, OGBOMOSHO, NIGERIA.
SEPTEMBER, 2010
DECLARATION
I declare that apart from the references made to other works which have been duly acknowledged, this work is the result of my own research under the supervision of Dr. Salami and it is to the best of my knowledge, never presented anywhere before for an academic purpose.
……………………………. …………………. ALAGBO LATEEF OLUFEMI DATE EAA090671
CERTIFICATION
This project entitled, “An evaluation of the Impact of Marketing Segmentation on Increasing Market Share in the Automobile Industry” submitted by Alagbo Lateef Olufemi has satisfied the regulations governing the award of the degree of Masters in Business Administration (MBA) of Ladoke Akintola University of Technology, Ogbomosho, Nigeria.
…………………………….. ………………….
SUPERVISOR DATE
…………………………….. ………………….
HEAD OF DEPARTMENT DATE
DEDICATION
This work is dedicated to Almighty Allah (SWT), to my dad, mum and my immediate family member for their love, support and above all, their understanding and co-operation throughout the
BY
ALAGBO LATEEF OLUFEMI
EAA090671
A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION (MBA).
TO THE
DEPARTMENT OF MANAGEMENT SCIENCE, FACULTY OF ENGINEERING AND TECHNOLOGY, LADOKE AKINTOLA UNIVERSITY OF TECHNOLOGY, OGBOMOSHO, NIGERIA.
SEPTEMBER, 2010
DECLARATION
I declare that apart from the references made to other works which have been duly acknowledged, this work is the result of my own research under the supervision of Dr. Salami and it is to the best of my knowledge, never presented anywhere before for an academic purpose.
……………………………. …………………. ALAGBO LATEEF OLUFEMI DATE EAA090671
CERTIFICATION
This project entitled, “An evaluation of the Impact of Marketing Segmentation on Increasing Market Share in the Automobile Industry” submitted by Alagbo Lateef Olufemi has satisfied the regulations governing the award of the degree of Masters in Business Administration (MBA) of Ladoke Akintola University of Technology, Ogbomosho, Nigeria.
…………………………….. ………………….
SUPERVISOR DATE
…………………………….. ………………….
HEAD OF DEPARTMENT DATE
DEDICATION
This work is dedicated to Almighty Allah (SWT), to my dad, mum and my immediate family member for their love, support and above all, their understanding and co-operation throughout the
Bibliography: 2.3.2 Distribution Segmentation Kotler (2004) says that different markets can be reached through different channels of distribution 2.4 Nested Approach to Segmentation (Bonoma & Shapiro Model) Kotler (2004) holds that taking the Wind & Cardozo model, Bonoma & Shapiro extended this into a multi-step approach in 1984