ABSTRACT
This project work titled “The Impact of Market Segmentation and Product Positioning On Banking Service” with reference to United Bank for Africa Plc Ahmadu Bello way Kaduna. Contains six chapters. It a body of knowledge in the field of business, that marketing concept which are applied in the manufacturing industry are applicable in the banking sector. The focus of this project is base on the introduction of the subject matter, background of the subject matter, statement of the problem and the research of the objective for the study was also made. However, the research scope, significance of the study, including the limitation were highlighted and clarified, also definition of terms used during the study were stated. The literature reviews were carried out, also questionnaire were administered to collected data from the management and staffs of the bank and a simple percentage was used to analyze the collected data for easy understanding. Research population and sample size, a sample size of 12 were taken from the population of 24 of only the management and staff of the bank. The discussion of the result and proof of hypothesis have been carried out and the hypotheses are: the null and the alternate hypothesis.
Ho: United Bank for Africa does not apply market segmentation philosophy to realize its objective.
H1: United Bank for Africa apply market segmentation philosophy to realize its objective.
Proof Hypothesis: The Null hypothesis is rejected while the alternate hypothesis was accepted. The study conclusively discovered that segmentation and product positioning is a vital tool for any business, it is recommended that United Bank for Africa should continue to segment, this is because, the net effect will be sustainable profitability.
TABLE OF CONTENTS
Title page - - - - - - - - - i
Declaration - - - - - - - - ii
Approval - - - - - - - - - iii
Dedication - - - - - - - - iv
Acknowledgement - - - - - - - v
Abstract - - - - - - - - - vi
Table of Content - - - - - - - vii
CHAPTER ONE
1.0 Introduction - - - - - - - 1
1.1 Historical Background of UBA - - - - 4
1.2 Statement of the General Problem - - - 6
1.3 Statement of Hypothesis - - - - - 6
1.4 Objectives of the Study - - - - - 7
1.5 Aims of the Study - - - - - - 7
1.6 The scope and limitation of the study - - 8
CHAPTER TWO (Literature Review)
2.0 Introduction - - - - - - - 9
2.1 Definition of Market Segmentation- - - - 9
2.2 Evolution of market Segmentation - - - 11
2.3 Market Segmentation Strategies - - - 12
2.4 Condition for Effective Segmentation - - - 17
2.5 Bases for market Segmentation - - - - 19
2.6 The Business Marketing Segmentation - - 24
2.7 Segmentation and profitability - - - - 27
2.8 Benefit of marketing Segmentation - - - 29
2.9 Market Segmentation and Product Positioning - 31
2.10 Product Positioning - - - - - 34
2.11 Positioning Strategy - - - - - - 36
2.12 Service Marketing Mix - - - - - 41
2.13 Element in Service - - - - - - 43
2.14 Service Differentiation - - - - - 44
CHAPTER THREE:
Research Methodology
3.0 Introduction - - - - - - - 45
3.1 Research Design - - - - - - 45
3.2 Research Population and Sample size - - 46
3.2.2 Sample Procedure employ - - - - - 47
3.3 Instrument for Data Collection - - - - 48
3.3.2 Method of Data Analysis - - - - - 51
CHAPTER FOUR:
(Data Presentation and Analysis)
4.0 Introduction - - - - - - - 52
4.1 Opinion of Respondent - - - - - 52
CHAPTER FIVE:
Discussion of result
5.0 Introduction - - - - - - - 62
5.1 Discussion - - -- - - - - 62
5.2 Proof of Hypothesis - - - - - - 63
CHAPTER SIX
(Summary, Conclusion and Recommendation)
6.0 Introduction - - - - - -- - 66
6.1 Summary - - - - - - - 66
6.2 Conclusion - - - - - - - 67
6.3 Recommendation - - - - - - 68
Bibliography
Appendix
