THE IMPACT OF MARKETING MIX IN FULFILLING CUSTOMER SATISFACTION: THE CASE OF ST. GEORGE BREWERY

Abstract

The marketing mix is the means by which marketing objectives of the organization will be achieved and comprises of product, price, promotion, place, people, process and physical evidence of the marketing activities. This study focused on assessing the marketing mix taking product, price, place and promotion in satisfying customers of the St. George Brewery. This study also investigated the influence of the four marketing mixes on customer satisfaction of St. George Brewery. The study is motivated by the need to address the issue in Ethiopian context by providing recent and extensive evidence collected from beer consumers. The study used quantitative and descriptive method of research design. Both primary and secondary data collection instruments are used to collect data. To collect the data for this study, the target population of the study is consumers of the company. The study was taken from customers found in the Addis Abeba city with distributing 400 questionnaires. Quantitative methods of data analysis were used. Information collected from consumers through questionnaire was analyzed quantitatively using percentage, weighted mean correlation and regression techniques using SPSS version 20. Thus in order to assess those factors which influence customer’s satisfaction, four variables (price, product, promotion and placement) are taken in to consideration. The finding asserts that all variable are found to be influential to determine customer satisfaction. The researcher recommends that the company to take a close scrutiny in the four marketing mix elements in maintaining its customers. Specifically price of the company product is found to be a variable having detrimental effect on satisfaction of the customer.