The Effect of Marketing Program on Customer Satisfaction (Case Study on Star Soap and Detergent Industries (Ssadi) Plc)

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The purpose of this study is to examine the relationship between marketing mix strategy and customer satisfaction in case of SSADI. The specific objective of this study was to analyze how the product strategy of SSADI PLC satisfy the customers, to determine how the price strategy of SSADI PLC satisfy the customers, to investigate how the promotion strategy of SSADI PLC satisfy customers and to examine how the distribution strategy of SSADI PLC satisfy customers. In order to achieve the objectives of the study, descriptive survey was used. In addition quantitative research approach was implemented. To answer the research questions, close ended questionnaires were administered to target respondents. Data was collected through questionnaire from a sample of 384 customers which were selected using convenience sampling method. The data collected from the questionnaire was analyzed using SPSS version 24 statistical tools. The correlation result indicated that there is a positive and significant relationship between marketing mix strategies and customer satisfaction. In addition multiple regression analysis result revealed that all the marketing mix strategies had positive and significant effect on customer satisfaction; out of which price had the highest significant effect on customer satisfaction. From the analysis the researcher recommends that SSADI should give priority to improve its promotional practices to satisfy its customer. Furthermore, implementation of the marketing mix strategies appropriately and continuously will help SSADI for gaining competitive advantage which in turn leads to customer satisfaction



Marketing mix strategy, Product, Price, Promotion, Place/Distribution, and Customer Satisfaction.