The effect of market segmentation on organization market performance; Case study: Harris International Uganda

Abstract

The study established the effect of market segmentation on organization market performance. The study was conducted at Harris international and its objectives were to establish the effect of demographic segmentation on organization market performance, to establish the effect of geographic segmentation on organization market performance, to establish the effect of psychographic segmentation and to establish the effect of behavioural segmentation on organization market performance. A closed questionnaire and interview guide were used to gather primary data while secondary data was extracted from annual reports, books and online journals. The result of the study revealed that there is a low positive significant relationship between demographic segmentation and organization market performance, that there is a moderate significant relationship between geographic segmentation and organization market performance, that there is a lower positive significant relationship between psychographic segmentation and organization market performance and finally there is a highly significant positive relationship between behavioural segmentation and organization market performance. Therefore it was concluded that there is a positive relationship between market segmentation and organization market performance.