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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3456

Title: The Assessment of Marketing Mix in Prompting Customer Satisfaction (A case study on the National Alcohol and Liquors Factory)
Authors: Zelalem, Anley
Advisors: Ato Fesseha Afework (Asst.prof)
Copyright: Jun-2011
Date Added: 20-Jul-2012
Publisher: AAU
Abstract: oday’s companies (special regard to the National Alcohol and Liquors Factory) are facing toughest competition than ever. Companies can win the competition by doing a better job in order to satisfy the customers’ needs and wants, and customer-centered companies are adopt at building customers not just building a product. The study focuses on the assessments of marketing mix elements in prompting customer satisfaction for the case of the producer of the aforementioned factory, the National Alcohol and Liquors Factory. The main objective of the study was that to find out whether customers are satisfied with regard to the four controllable variable marketing mix factors (product, price promotion and distribution). This study helps to fill the gap related to the factory products and its level of customer satisfaction with regard to the 4p’s utilized by the factory. Such study helps the factory to be aware of its customer’s satisfaction level that will move in parallel with the changing customers need and want. The necessary data have been collected using primary sources of data collection (interviews and questionnaires) and secondary sources of data collection (factory documents, by visiting library and online journals). The data were processed, analyzed and interpreted using frequencies and percentages. This study concludes that customers are satisfied with the quality of products and the distribution (place) systems of the factory yet they are not satisfied with the price and that of the promotional practices of the factory. I recommended that the factory must assure the quality of its products in order to win customers’ satisfaction and consequently achieve a competitive advantage and long run survival. In order to alleviate the problems in the pricing of the products, the factory should set its pricing techniques based on the analysis of the customer’s perception of the product value and the factory should try to be effective in its promotional activity to communicate the benefits offered by its products and initiate customers towards purchase. Finally the factory must choose distributors that reach its customers most effectively and other intermediaries that add value to the distributive process (the factory should expand its local market coverage and increase its market share by selling the products even in rural areas).
Description: A thesis submitted to the school of graduate studies of Addis Ababa University for the partial fulfillment of the degree of masters of business administration
URI: http://hdl.handle.net/123456789/3456
Appears in:Thesis - Business Adminstration

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