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THE IMPACT OF SEGMENTATION ON THE MARKETING OF GOVERNMENT PROGRAMMES IN SELECTED LOCAL GOVERNMENT AREAS IN ENUGU STATE

ABSTRACT 

 This research is aimed at determining the impact of segmentation on the marketing of government progsrammes at local government level using three selected local governments in Enugu State. The researcher aimed deciphering the possibility of segmenting the inhabitants of a local government. Market segmentation is a concept in economics and marketing. It is a subset of a market made up of people or organizations sharing one or more characteristics that prompt them to demand similar products and/or services based on qualities of those products such as price or function. Efforts were made in this research to determine the necessity of using marketing segmentation at the local government and the impact of doing so. The administrative structure of a local government was x-rayed; with particular reference on the interplay of the marketing strategy and the acceptability of the local government programmes and policies. The hypotheses were tested using the chi-square method of statistics. They key findings will include: that majority of the inhabitants of a local government are not aware of the local government programme; the level of communication between the local government and its inhabitants will be determined; the inhabitants of a local government rate, the programmes of a local government if they understand the essence of such programme; the possibility of applying marketing segmentation to the marketing of local government; attempt was made to determine how the market segmentation can help in enhancing communication between the government and the people at the local government level. Based on the findings we made some recommendations which be include: the local government should engage public relations experts; the local government should consider the people’s need in formulating its programmes; the local government information system should be completely overhauled in order to accommodate market segmentation. It is believed that the result of this study will help other researchers and local government areas who wish to research and improve on the level of marketing of its programmes.

Project detailsContents
 
Number of Pages66 pages
Chapter one Introduction
Chapter two Literature review
Chapter three  methodology
Chapter  four  Data analysis
Chapter  five Summary,discussion & recommendations
ReferenceReference
QuestionnaireQuestionnaire
AppendixAppendix
Chapter summary1 to 5 chapters
Available documentPDF and MS-word format


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