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.
