| dc.description.abstract | Cooperatives provide the institutional infrastructure upon which both the poor and the middle
class organize themselves socially, economically, culturally and politically. Saccos have been
identified as one of the drivers to millennium development goals and the 2030 vision.
Cooperative sector; especially Sacco sub-sector, has experienced increase in competition for
business and customers. This development has brought about an environment in which survival
of the SACCOs will depend on the ability to effectively compete in the market.
Development of market driven products and ability to beat completion is most crucial for
survival of Saccos. Segmentation will allow the Saccos understanding of customers to better
satisfy their needs and compete effectively in the market. This project studied the segmentation
in the Saccos with an aim of achieving marketing concept. It was focused on Mwalimu National
Sacco to establish the various segments of the Sacco members and their financial requirements.
The research design used was descriptive in nature and the population of interest was Mwalimu
SACO members from Nairobi region. Primary data was collected using self-administered
questionnaires. Data collected was analyzed using descriptive statistics.
The study findings indicated that Mwalimu National Sacco members can be segmented on
demographic, psychographic and behavioral bases. The segments have unique financial services
requirement. Limitation of the study arose mainly due to the time limit that made it impossible to
reach all the targeted respondents. | en |
