AN ASSESSMENT OF THE IMPACT OF MARKETING SEGMENTATION ON PRODUCTION PLANNING IN AN ORGARNISATION

ABSTRACT

This study was intended to assess the impact of marketing segmentation on production planning in an organisation. This study was guided by the following objectives; to identify the impact of market segmentation on the overall performance of an organization, to establish the bases of segmenting an answer market, to identify what the requirements and what customers wants in each market for its uses, to determine the benefits of market segmentation to the consumers and the organization at large and to solve the problems of segmenting a market. The study employed the descriptive and explanatory design; questionnaires in addition to library research were applied in order to collect data. Primary and secondary data sources were used and data was analyzed using the chi square statistical tool at 5% level of significance which was presented in frequency tables and percentage. The respondents under the study were 100 staff of Sokoto cement factory. The study findings revealed that there are no impacts of market segmentation on the overall performance of an organization; based on the findings from the study, it was recommended that Sokoto cement factory should invest in promotional activities to enable the product sell in the market and to increase the profitability of the company.