The Role of Market segmentation on sales performance
| dc.creator | Mwita, Elly | |
| dc.date | 2020-11-09T06:08:46Z | |
| dc.date | 2020-11-09T06:08:46Z | |
| dc.date | 2020 | |
| dc.date.accessioned | 2021-05-05T08:08:42Z | |
| dc.date.available | 2021-05-05T08:08:42Z | |
| dc.description | A Dissertation Submitted in Partial Fulfillment of the Requirements for Award of the Degree of Master of Business Administration in Corporate Management (MBA-CM) of Mzumbe University | |
| dc.description | This research was aimed for the purpose of investigating the role of market segmentation on sales performance, a case study of Azam-Bakhresa Company. The specific objectives of this study were to find out the effect of customer loyalty in market segmentation on sales performance, to find out the influence of geographic market segmentation on sales performance, to find out the role of demographic market segmentation on sales performance, to find out the influence of psychographic market segmentation on sales performance and to find out the effect of the benefit sought market segmentation on sales performance. This study was a case study design that was conducted in Tanzania-Dar es salaam. The population of this study was employees of the Azam-Bakhresa Company in Dar es Salaam headquarters and the sample size of the study involved 200 respondents who are employees of Azam-Bakhresa Company in Dar es Salaam headquarters. Data was collected through questionnaires and then the analysis of primary data was done through Statistical Package for Social Science (SPSS). Findings in the study were presented in figures and tables. Finding in this study revealed that geographic segmentation, demographic segmentation, psychographic segmentation, the benefit sought and customer loyalties positively affect sales performance. This study of the role of market segmentation on sales performance has also revealed that market segmentation is a crucial too in creating a net new account, sales revenue and customer retention. From the findings revealed, the study recommends that organizations to consider all criteria’s are found within each basis of market segmentation in the process of segmentation. Example in demographic market segmentation the marketer should consider all aspects in demographic market segmentation such as age, gender, income and occupation, ethnicity, religion and family structure. By considering all factor in market segmentation tool a marketer will be able to meet the demands of his customers without mistakes. | |
| dc.identifier | APA | |
| dc.identifier | http://hdl.handle.net/11192/4469 | |
| dc.identifier.uri | http://hdl.handle.net/11192/4469 | |
| dc.language | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | Market segmentation on sales performance | |
| dc.subject | Azam-Bakhresa Company | |
| dc.subject | Psychographic market segmentation | |
| dc.title | The Role of Market segmentation on sales performance | |
| dc.type | Thesis |