ABSTRACT

This research project is very crucial study of the effect of segmentation in the target marketing of NBL plc Enugu.

To solve the research problem primary and secondary data were collected.  The research instrument used in collecting the data were questionnaire and personal oral interview.  The respondents compaesed the event staff/management and the customers of the company.

In the organizing and presenting data collected tables, frequencies and percentage were used.  The various hypothesis were tested.  OP the (S27) questionnaire was distributed, 400 to customer out of which 325 were refurned, representing 840, 87 to distributors out 012 80 were refurned representing 93%.

The objectives of this project are to find out the role of segmentation on the target marketing of NBL product.  To find out the major problem falling on segmentation their product services.

The conclusion of the study, CS that organization without an efficient segmentation of market for those product from heterogeneous to homogenous is like an organization without plans to achieve organizational objective.  This is because every Brewery product has whose reason for making them available and segmenting these will ensure that are purpose of the Brewery product with treaty every product separately, is the foundational basis for profitability of an organization.

To end this, various recommendation have been made to both organization to the Brewery industry, which is believe will helps to ensure and facolotate the educational level of NBL drink customer increase the profit of the patronge received from the customers, the educational level of the aspons marketer who are willing to enter the made for the first time.