Effect Of Market Segmentation On Performance Of Brewery Indsutry
[A CASE STUDY OF GUINNESS NIGERIA PLC AND NIGERIA BREWERY PLC.)]

This study examined the effect of market segmentation on performance of brewery 

industry with the view of globalization throughout the world be it developed or developing economy, the supremacy being accord the free market system cannot be over emphasized, that is achieving economic efficiency which ultimately leads to economic growth is :free competitive market system otherwise refers to as the capitalist system. On the Guinness Nigeria plc and Nigeria Brewery plc which is our case study. 

The aim of this study is: 

• To identify how a marketer can effectively apply segmentation techniques in brewing industry with a view to achieving consumer satisfaction and maximizing profit. 

• To identify the basis for segmenting, the market. 

• To examine among other things the benefit and difficulties of market segmentation. 

• To identify the market targeting strategies adopted 

• To evaluate the attractiveness of each segment 

Methodology is the powerful weapon in the evaluation of research design. It also shows the procedure that has taken place before the research result is obtained.  

Since the study is largely empirical in nature, efforts would be made to provide a comprehensive picture of the nature, and of the effect of market segmentation on performance brewery industry. From the findings carried out so far, the two companies GNPLC and NBPLC segment their market: the knowledge gained from applying market segmentation enable their marketers to have a separate marketing mix for each group of homogeneous consumers. 

In conclusion from the questionnaires analysis and findings at the end of the research work. From the following findings summarized here in from these studies, it depicts that segmentation if well indeed. GNPLC and NBPLC major beneficiaries of segmentation.