Select Currency
Translate this page


Format: MS WORD  |  Chapter: 1-5  |  Pages: 65  |  2176 Users found this project useful  |  Price NGN3,000


Market segmentation can be defined as the process of dividing a market into district subsets of consumers with common needs or characteristics and selecting one or more segments to target with a district marketing mix. Before the widespread acceptance of market segmentation, the prevailing way of doing business with consumers was through mass marketing- that is offering the same product and marketing mix to all consumers. The strategy of segmentation allows producers to avoid head on competition in the market place by differentiating their offerings, not only on the basis of price but also through styling packaging, promotional appeal method of distribution and superior service marketers have found that the cost of consumer segmentation research shorter production runs and differentiated promotional campaigns are usually more than offset by increased sales.


In most cases, consumers readily accept the pass-through cost increase for products that more closely satisfy their specific needs. Market segmentation remains one of the most appropriate tools for effective strategic marketing. It gives marketers sense of purpose and guide them in the right direction that are likely to yield profitable returns through offerings, continuous offerings of superior quality product and services to consumer in the targeted market more than its competitors. Market segmentation and diversity are complementary concepts. Without a diverse market place composed of many different people with different backgrounds, interest, needs and wants, there really would be little reason to segment markets. A decision to use a market segmentation strategy should rest on consideration of four important criteria that affect its profitability. These conditions include the fact that target market for segmentation must be identifiable and measurable, accessible, substantial and above all responsive.



Market segmentation involve the process of dividing a market into different smaller units of consumers with common needs or characteristics and selecting one or more segment to target with a distinct marketing mix. However the effectiveness of market segmentation lies on the proper understanding of basic conditions such as defining the market problem, determining the basis of segmentation, choosing a set of descriptors that define, characterize or relates to the segmentation basis. Select a sample of consumers that is a representative of the larger population of interest, collect data on segment descriptors from the sample of consumers; from segments based on chosen consumer descriptors. Establish profiles of segments; translate the results into marketing strategy. Many organization do not segment their market neither understand their basic criteria. As a result no appropriate marketing mix is adopted to target a market segment. The resultant effect is exposure to still competition, low sales, low consumer patronage and loyalty. Therefore the problem confronting this research is to evaluate market segmentation and its significance with a case study of Unilever plc.



1.  What is the nature of market segmentation?

2.  What is the significance of market segmentation?

3.  What is the nature and significance of market segmentation in Unilever plc?



1.  To determine the nature and significance of market segmentation 

2.  To determine the nature and significance of market segmentation in Unilever plc.



The study shall provide a structural appraisal of the significance and nature of market segmentation. It shall also provide a case appraisal of market segmentation and significance in Unilever Plc.

Ho: market segmentation is not given significant attention in Unilever Plc.
Hi: market segmentation is given significant attention in Unilever Plc.
Ho: marketing effectiveness in Unilever Plc is low.
Hi: marketing effectiveness in Unilever Plc is high.
Ho: the impact of marketing segmentation in Unilever is low.
Hi: the impact of market segmentation in Unilever is high.


The study proffers an evaluation of market segmentation and its significance with a case study of Unilever Plc.


MARKET SEGMENTATION DEFINED: Market segmentation is the process of dividing a market into different smaller units of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix.

PSYCHOLOGICAL SEGMENTATION: Consumer segmentation strategies are often based on specific psychological variables. Psychological characteristics refer to the inner or intrinsic qualities of the individual consumer for instance; consumers may be segmented in terms of their motivations, personality, perceptions, learning and attitudes.

PSYCHOGRAPHIC SEGMENTATION: Marketing practitioners have heartily embraced psychographic research which is closely aligned with psychological research, especially personality and attitude measurement. This form of applied consumer research commonly referred to as lifestyle analysis has proven to be a valuable marketing tool that helps identify promising consumer segments that are likely to be responsive to specific marketing messages.

SOCIO-CULTURAL SEGMENTATION: This consists of market segment based on family life cycle, social class, core cultural, sub-cultural membership and cross-cultural affiliation.

DEMOGRAPHIC SEGMENTATION: Demographic refers to the vital and measurable statistic of a population. Demographic characteristic such as age, sex, marital status, income, occupation and education are most often used as basis for market segmentation.

GEOGRAPHIC SEGMENTATION: In geographic segmentation, the market is divided by location which can be reaching through local media including newspapers, TV and radio.


Not What You Are Looking For?

For Quick Help Chat with Us Now!

+234 814 010 7220

+233 541 351 187

Here's what our amazing customers are saying

Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Gbadamosi Solomon Oluwabunmi
Swift delivery within 9 minutes of payment. Thank you project master
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Temitayo Ayodele
Obafemi Awolowo University
My friend told me about iprojectmaster website, I doubted her until I saw her download her full project instantly, I tried mine too and got it instantly, right now, am telling everyone in my school about, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Joseph M. Yohanna
Thanks a lot, am really grateful and will surely tell my friends about your website.


  • Select 3 Project Topics of your choice from your Department.
  • Submit the 3 topics to your Supervisor for Approval.
  • Call Our Instant Help Desk on +234 814 010 7220 and Get Your Complete Project Material Instantly.
  • All project materials on this website are well researched by professionals with high level of professionalism.


How do i choose a Project Topic?

Look for your department and select any topic of your choice

I have a fresh topic that is not on your website. How do I go about it?

How fast can i get a complete project from your website?

Within 15 minutes if the exact project topic is on our website

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

One of your topics suites my project, but the case study is different. What do i do?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How do i get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!