Browsing by Author "G/Senbet, Yohanne"

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    The Assessment Of Marketing Mix Elements In Promoting Customer Satisfaction: A Case Study On Habesha Brewery Share Company
    (Addis Ababa University, 2019-12) G/Senbet, Yohanne; Belayneh, Temesgen (PhD)
    The marketing mix is the means by which marketing objectives of the organization will be achieved and comprises of product, price, promotion and place of the marketing activities. 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. This study focuses on the assessments of marketing mix elements in prompting customer satisfaction of the Habesha Brewery Share Company. 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 place/distribution). 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 (Questionnaires) from a total of 384 respondents. The data were processed, analyzed and interpreted usingDescriptive statistics (mean and St. Deviation). This study concludes that customers are satisfied with the promotion and place attributes more than price and product attributes. From the finding we can noted that Habesha beer customers are highly satisfied with its promotion attributes and least satisfied with its product attributes. soI recommended that the factory mustassure the quality of its products and other product related attributes (like packaging & labeling) in order to win customers’ satisfaction and consequentlyachieve a competitive advantage and long run survival.