ABSTRACT
The research work examined impact of market segmentation on customer’s satisfaction with reference to PEPSICO International Bottling Company, Akure Ondo State. In the course of the study the following objectives were formulated to; examine the impact of market segmentation on customer’s gratification or satisfaction. Enlighten organizations on how to secure adequate segmentation. Ascertain whether market segmentation increase sales and profit of an organization. Give justification on how companies can address the challenges of market segmentation. In the course of the findings, the following findings were discovered that the study aimed at examining the overall impact of market segmentation on customer satisfaction. The study investigated the level at which PEPSICO International Bottling Company, recognized the impact of segmentation on its consumers satisfaction. In the course of the research study, the following recommendations were made that the firm should embark on interaction services in order to expand it’s market, increase sales and profit as well as serving the public. The company should work within the laid down government rules and regulations. The company should adequately take care of it’s employees so that they can perform better.

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