The Assessment of Marketing Mix in Prompting Customer Satisfaction (A Case Study on the National Alcohol and Liquors Factory)
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Date
2011-06
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Addis Ababa University
Abstract
Today’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).
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Keywords
Marketing Mix in Prompting