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1. Aim, objectives and feasibility of the dissertation Retail is the process of selling consumer goods or services to customers through multiple channels of distribution to earn a profit. Retail Marketing deals with identifying and meeting human and social needs. Segmentation is the process of defining and subdividing a large market into clearly identifiable segments having similar needs, wants, demand characteristics or buying behaviour. These identifiable segments could include Demographic, Geographic, Psychographic, and Behavioral divisions. Pickton and Broderick (2005 p.373) stated that in every market there are various kinds of individuals with different kinds of needs and expectations. Segmentation helps an organization to sell the right value and address customer needs and not a one shoe fits all solution. Firstly product differentiation as segmentation enables the deployment of the appropriate solution based on the need, Secondly, appropriate pricing allows you to serve each segment at a price level its members can afford, Thirdly, sales promotion and campaigns lets you target members of each group regarding what is important to them, and the objective is to focus your promotional initiatives on those themes and issues Fourthly, Sales Channels as segmentation lets you decide how to offer a product or service to each group of consumers for maximum convenience. Lastly it also allows you to spot opportunities and threat as the market is rarely static: for instance, when customers become more affluent, they would seek new experience and develop new values which would see new segments. Nigeria is a country with a population of more than 180 million people, there are

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