Impact of Market Segmentation on Profitability of Money Deposits Bank in Nigeria

Abstract
This research work explored the impact of segmentation on profitability of deposit money banks
in Nigeria. The main objective of the study is examine the impact of segmentation on profitability
ot deposit money banks in Nigeria. It focused on establishing the extent to which geographical
market segmentation, demographic market segmentation and behavioural market segmentation
have influenced on profitability of deposit money banks; using primary and secondary data and
the exten to which the geographical marker segmentation, demographic market segmentation
and behavioural market segmentation have influenced on profitability of deposit money banks,
within the same time frame. This study however employed quantitative and qualitative technique
of analysis to construct a pearson correletaion to test stated hypotheses. Findings revealed that
the there is significant relationship between geographical market segmentation, demographic
market segmentation and behavioural market segmentation and profitability of deposit money
banks and The study, therefore, recommends that the money deposit banks manage should
always adopt marker segmentation strategies that will assist the utilization of their strength to
exploit opportunities while avoiding its weakness as the ocio-political ambitious of ome
customers may lead to the diversion of valuable funds and energy from business to social waste
which in turn will affect their performance
S c a n n e d with