1.0 INTRODUCTION

An organization marketing strategies is the most expression of its

business policy. Product acceptance remain the control central

nervous for organization to make sales and remain in business

especially in this recent global economic crisis. Organization now

understand that product acceptance required a good marketing

strategies that will divide the heterogeneous market into a distinct

subset that will allow a right selection of the best segment that accept

their product otherwise firm will waste time servicing the large

heterogeneous market and incurring expenses unnecessarily with low

sales.

In this research the following will be considered about product

acceptance using market segmentation as a strategy:

● The reason why a market should be segmented in other for

product to be accepted by the target market

● That the right product can be rejected when the wrong market is

sampled.

● That product acceptance is a factor for increases of sales and

profit generation which keep firm in business.

● Also see the need why company can embark on market

segmentation which is the act of dividing a market into distinct

and meaningful subset of consumer who might merit separate

marketing program for product acceptance.

In view of the importance of market segmentation in planning for

sales and product acceptance Dansa Food Drink Company Kaduna

Nigeria need to embrace the advantages of this concept and see the

extent the benefit it could derive from its adoption. It is on this basis

the realization that the idea of this topic is considered.

1.1 BACKGROUND OF THE STUDY

The heterogeneous market is made up of several customers with

difference in social class culture belief sex age literacy level etc.

This problem has made it more difficult for a single product to be

accepted by all in the market which lead to rejection of product when

the wrong market is sample with the right product; this has given both

the organization and the market of such product to be restless.

This study will be pointing out the following:

● The basis for segmentation methods of market segment

requirement for effective market segmentation and finally the

benefit of segment on product acceptance.

1.2 STATEMENT OF THE PROBLEM

The long queue in supermarket has drastically reduced product are

rejected by consumers complaining they received product. They do

not need consumers awareness is becoming high daily through

media advertisements.

● Organizations now ask question that how can they identify the

right market and target market.

● Loyal consumers also complain that they are not been

recognized by the producer.

● Marketers are asking what marketing strategies could be

adopted to identify the target consumers.

● Above are problem affecting most organization general

product acceptance.

1.3 PURPOSE AND OBJECTIVES OF THE STUDY

The purpose of the study is in relation to the problems affecting the

impact of market segmentation on product acceptance of Dansa

Food Drinks Company Kaduna.

These are as follows:

● To identify the problem militating against the company

marketing activities for product acceptance.

● To find out those factors that undermined the market

segmentation strategies of Dansa Food Drink

● To evaluate the impacts of the problem to Dansa Food Drink

corporate objective

● To provide solutions to the rejection of product using market

segmentation.

1.4 SIGNIFICANT OF THE STUDY

The significant of this study is the analysis of segmentation as a

strategy for product acceptance.

The study at its end will show clearly how much market segmentation

has contributed to product acceptance and making available to

sphere the Nigeria economy though a very serious attempt is made

to cover the impact of market segmentation on product acceptance in

Nigeria.

1.5 STATEMENT OF HYPOTHESIS

H

o

: Market segmentation strategies do not have impacts towards

product acceptance

Hi: Market segmentation strategies have impact towards product

acceptance.

1.6 SCOPE AND DELIMITATION OF THE STUDY

The scope of this study is narrowed to a specific target market that is

the product acceptance of Dansa Food Drink in Kaduna. Emphasis

will be given on the impact of segmentation strategies to enhance

product acceptance.

The limitation of this project is the unavailable information constraint

of time and money.

1.7 DEFINITIONS OF TERMS

Strategy: It is a plan of action designed by a company to ensure that

the objective and plan for the organization are going as planned and

achieved.

Target Market: Is a style used by a company or a seller to

distinguish between different groups marketing of the market.

Heterogeneous Market: This is the total market at large that consist

of parts or aspect that are not usually related or dissimilar parts.

Product Life Cycle: Is the lifespan of the product in the market from

the early stage which is called the introduction to the declining stage

where the product dies or re-introductions.

Marketing Mix: This is one blend of marketing variable and it is the

unique combination of marketing activities that help a firm to provide

satisfaction to the market.

Promotional Mix: Is the combination of communication methods or

promotional tools used to achieve the promotional objective or create

awareness of the marketing mix.

Brand: It is the combination of a products name term sign

symbols design or a combination of things used to beautify the

product or services.