| Abstract: | The main objective of this study is to investigate the effect of marketing segmentation strategies
on revenue generation at Queens’ Supermarket in Addis Ababa, Ethiopia. It attempted to
examine the effect of geographical segmentation, demographic segmentation, psychological
segmentation and behavioral segmentation on revenue generation. Four independent variables
were included in this study. The dependent variable in this study is revenue generation and
independent variables are geographical segmentation, demographic segmentation,
psychological segmentation and behavioral segmentation. In this study, descriptive and
explanatory research design was used. Primary data, through structured questionnaire, was
collected from samples of 176 employees of Queens’ Supermarket in Addis Ababa. Simple
random sampling method was used to draw the sample from the population of Queens’
Supermarket in Addis Ababa. Data were analyzed using both descriptive and inferential
statistics with the help of SPSS version 23. The result shows that geographical segmentation,
demographic segmentation, psychological segmentation and behavioral segmentation has
significant and positive effect on revenue generation at Queens’ Supermarket in Addis Ababa at
5% level of significance. Hence, Queens’ Supermarket should try to know the region where their
product has not gotten to and segment their product to that region, so that they can increase
their sales in the region and in the organization; give a reasonable attention to product
segmentation because it’s has the ability to provide every opportunity to every customers to buy
according to their income, lifestyle, nature; encourage social class, style based and personality
based segmentation which has influence on our product sales and encourage occasions/time,
product benefits, buyer-readiness stage, customer loyalty status and attitude of customer based
segmentation which has influence on product sales. |
