THE EFFECT OF MARKETING MIX STRATAGY ON CUSTMER SATISFACTION (A CASE STUDY OF TRASSTION MANUFACTURING PLC)

Abstract

The purpose of the study was to examine the effect of marketing mix strategy on customer satisfaction at Transsion manufacturing plc. It conceptualized and developed four dimensions of marketing mix: product, price, promotion and distribution and the relationships between marketing mix, and Customer satisfaction. The study used quantitative research Method and used both descriptive and explanatory research designs. Convenience sampling methods were used .Data were collected from primary sources through questionnaire and 384 questionnaires is distributed and collected fully. The data analyzed through both descriptive and explanatory methods. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, explanatory analysis was conducted by using Pearson correlation method and linear regression method. The result indicated that marketing mix has significant positive effect on customer satisfaction. Price, promotion and distribution have significant positive effect on customer satisfaction. Price has the highest effect and followed by promotion and distribution. But effects of Product have no statistically significant effect on Customer satisfaction. Based on the findings the researcher recommends that the company to take a close scrutiny in the four marketing mix elements in maintaining its customers. Specifically price of the company product is found to be a variable having detrimental effect on satisfaction of the customer.