The Effect of Marketing Mix Strategy on customer satisfaction: The case of Ethiopian Trading Enterprise

Abstract

With the tight competition in the FMCG industry, customer satisfaction has become the key for success. However, customer satisfaction is not always easy to earn. With this in mind, the research is established with the goal to analyze the impact of 4P's of Marketing Mix towards customer satisfaction on ETE. Using questionnaires as data gathering instrument with simple random sampling, 150 respondents were gathered from three stores, who are active customers to the company. The data obtained then analyzed using correlations and linear regressions. The result shows that 4P's of Marketing Mix simultaneously has significant impact, however individually 4P's of Marketing Mix only price variable has proven to be significant toward customer satisfaction. Therefore, companies, especially ETE, Alle Bejemela should focus on of its product and place lineup while maintaining the other factors such as price and product.