The impact of market segmentation on the automobile paint industry in Ghana-a case study of Akzo Nobel Sikkens/Bamson Ghana Ltd
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Date
2008
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Abstract
This was a study undertaken at Akzo Nobel Sikkens/Bamson Ghana Ltd. it was aimed at finding out the impact of Segmentation as a Marketing strategy, in the automobile paint industry in Ghana. It was established that, the company has many options of levels of Segmentation from Mass Marketing, Niche to Micro Marketing to choose from as part of the overall Segmentation criteria. Both Primary and Secondary data were used. Secondary data gathered were from literature of previously conducted research in the subject area. Internal sales data of the company for the period 1999, 2002 and 2007 were taken. This was aimed at gathering data in order to ascertain information on turnover of the firm pre and post research which then will inform management on the impact of Segmentation on turnover. In a bid to find out the criteria and variables which are used to determine the company’s segmentation, measurability ranked as the topmost criteria considered in segmenting automobile paint market, followed by the size of the market, accessibility, growth potential, and differential responsiveness in that order. The variables used by the firm to segment the market are geographic, demographic, psychographic and behavioural. Finally the thesis concludes with some recommendations for management and the company’s development. In the light of segmenting the paint industry in Ghana recommendations for other manufacturers were made, for researchers who would want to widen the scope in that area of study some recommendations were also made.
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A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of Master of Business Administration (Marketing),August-2008