THE EFFECT OF MARKETING MIX ON CUSTOMER SATISFACTION IN THE BREWERIES INDUSTRY: A CASE STUDY OF DASHEN BREWERIES S.C

Abstract

Customer satisfaction is “an individual’s feeling of pleasure (or disappointment) resulting from comparing the perceived performance or outcome in relation to the expectation”. Through satisfying customers, organizations could improve profitability by expanding their business and gaining a higher market share as well as repeat and referral business. Marketing Mix is a marketing tool used by the company to reach marketing objectives in fulfilling the target market. On the other hand customers described 4P‘s as the marketing tools used by companies to create profit. The general objective of the study was to determine the The effect of marketing mix on customer satisfaction in the breweries industry a case study of Dashen brewery S.C. In order to get a comprehensive data 214 customers are included in the study. The study used both primary and secondary data that were collected through a semi-structured questionnaire. Out of the 232 questionnaires that were distributed 214 questionnaires were filled and returned successfully. This represents a response rate of 93 percent. Data was analyzed using descriptive and inferential statistics. The study found that there is consistence and compatibility in the quality of the product, the price charged for the product is good, the products are not delivered on time and with the specified requested quantity, the company does not have good promotion activity, and the company remain using most of promotion tools like advertising, personal selling, sales promotion, public relation effectively. Based on these findings, the study recommends that factory must choose distributors that reach its customers most effectively; company is recommended to work more on promotions and expand their branch or distribution centers and warehouse.