| 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. |
|