ASSESSMENT OF MARKET SEGMENTATION, TARGETING, AND POSITIONING PRACTICES: (THE CASE OF ZEBIDAR BREWERY ETHIOPIA)

Abstract

The study’s overall objective was to assess the market segmentation, targeting, and positioning practice of ZEBIDAR Brewery Share Company. The research problem was designed to address the prevailing knowledge gap by assessing the current market segmentation, positioning, and targeting practices of ZEBIDAR breweries S.C. The research is a descriptive study using the census sampling technique method. The researcher used descriptive statistics for the data analysis using mean, standard deviation, mode, range, and percentage. The study concludes that ZEBIDAR Breweries S.C segments its market by considering market accessibility, consumer attitude, competitive intensity, market action ability, market and consumer behavior such as loyalty, and attitude and also considers demographic factors such as age, and income to the segment of its market.