| Abstract: | The purpose of the research was to assess the marketing mix of Gulele Botanic Garden (GBG) using the 7Ps of marketing mix elements namely product, promotion, price, place, people, process and physical evidence of the company. Among Non-probability samplings convince/accidental sampling is used. Both primary and secondary data were gathered for the study purpose. Primary data were collected using questioner and interview methods. Moreover, mixed research approach and descriptive research design were used in that the investigator collected and analyzed data, integrate the findings and draws inference using both qualitative and quantitative approaches. Questionnaires were used to gather quantitative data from 356 customers of Gulele Botanic Garden. SPSS was used to process quantitative data gathered via questionnaire. Descriptive statistics and thematic analysis were used to analyze quantitative and qualitative data, respectively. The findings of the study indicate that survey respondents have poor perception towards the marketing mix practices of Gulele Botanic Garden. The overall mean value for the 7Ps was 2.58. However, out of the 7Ps, only promotion was positively perceived by survey respondents (x =3.55). The rest of the marketing mix elements namely product x . price x . , place x . , people x . , process x . , and physical evidence x . were perceived negatively. Therefore, it is recommended that Gulele Botanic Garden need to work on promotion with professional promotion agencies for better outcome. Moreover, Gulele Botanic Garden needs to appoint trained employee, use modern payment methods and to formulate organized marketing plan. Clear and well defined and written process should be developed by the Gulele Botanic Garden to enable customer getting the service in addition the service delivery process should be automate to make the service efficient and effective. |
