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This study is designed to assess the impact of market segmentation practices on the profitability... more This study is designed to assess the impact of market segmentation practices on the profitability of small and medium scale furniture manufacturing enterprises in Hawassa city.Market segmentation has been defined as dividing a market into smaller groups of buyers with distinct need, characteristics or behavior, which might require separate products or marketing mixes. Small and medium scale business is a business which is independently owned and operated, not dominant in its field of operation and meets certain standard of number of employee and capital.Profitability for a period in this study is typically defined as the earnings of an investment during the period divided by the capital employed in the investment at that time.In order to achieve the objective of the study, both primary and secondary data sources were employed.The data were collected through a questionnaire which has three parts, i.e. demographic, market segmentation and profitability questionnaires which are develop...
This study is designed to assess the impact of market segmentation practices on the profitability... more This study is designed to assess the impact of market segmentation practices on the profitability of small and medium scale furniture manufacturing enterprises in Hawassa city.Market segmentation has been defined as dividing a market into smaller groups of buyers with distinct need, characteristics or behavior, which might require separate products or marketing mixes. Small and medium scale business is a business which is independently owned and operated, not dominant in its field of operation and meets certain standard of number of employee and capital.Profitability for a period in this study is typically defined as the earnings of an investment during the period divided by the capital employed in the investment at that time.In order to achieve the objective of the study, both primary and secondary data sources were employed.The data were collected through a questionnaire which has three parts, i.e. demographic, market segmentation and profitability questionnaires which are develop...