| Abstract: | This study aimed to investigate the effect of marketing mix elements (product,
price, place, and promotion) on customer satisfaction at the National Alcohol and
Liquor Factory in Ethiopia. The general objective of this research was to assess
how these marketing mix elements influence customer satisfaction and to provide
actionable recommendations for enhancing customer contentment. A quantitative
research approach was employed, utilizing a cross-sectional survey design to
collect data. The target population consisted of customers of the National Alcohol
and Liquor Factory, with a sample of 385 respondents selected using a stratified
random sampling technique to ensure representative coverage. Data was gathered
through a structured questionnaire and analyzed using both descriptive and
inferential statistical tools, including correlation and regression analysis, to
determine the relationships between the marketing mix elements and customer
satisfaction. The study found that all four marketing mix elements had a
significant positive correlation with customer satisfaction. Regression analysis
revealed that these marketing mix elements collectively explained 58.4% of the
variation in customer satisfaction. Specifically, the product element, which
included factors like quality, features, and packaging, had the strongest effect on
customer satisfaction. This was followed by the price element, as customers were
highly sensitive to pricing and valued competitive and fair pricing. The promotion
element, including advertising, personal selling, and sales promotions, also played
a crucial role in driving customer satisfaction. Finally, the place element, which
captured aspects of distribution and accessibility, showed the least but still
significant effect on satisfaction levels. Based on these findings, the study
recommends that the National Alcohol and Liquor Factory should prioritize
improving product quality and packaging, adopt competitive pricing strategies,
enhance promotional activities, and optimize distribution channels to boost
customer satisfaction. These strategic adjustments can help the company gain a
competitive edge and improve market performance. |
