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THE EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER SATISFACTION: THE CASE OF HABESHA BREWERIES SHARE COMPANY DEBREBREHAN CITY

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dc.contributor.author KEFELEGN, CHERINET
dc.date.accessioned 2020-12-07T07:27:04Z
dc.date.available 2020-12-07T07:27:04Z
dc.date.issued 2020-06
dc.identifier.uri http://etd.dbu.edu.et:80/handle/123456789/445
dc.description.abstract Even though there are many different marketing mix dimensions implemented by marketers for satisfying customers and achieve their marketing objectives; the main objective of this study was to explore the effect of marketing mix elements (product, price, promotion and place/distribution) on customer satisfaction of Habesha breweries s.c. product consumers at Debrebrehan city. The researcher was employed explanatory research design through cross sectional/one shot study and quantitative method with deductive approach, and also data was collected by using Habesha breweries s.c. product consumers/end users with sample size of 385 respondents through close ended questionnaire carrying on convenience sampling. The survey achieved 100% response rate since 385 questionnaires were distributed and returned. In addition the researcher used SPSS software version 25 to process the collected data. Furthermore, the researcher used descriptive statistics, Pearson correlation test & multiple linear regression models to analyze the collected data. The descriptive statistics analysis result showed that of Habesha breweries product consumers are highly satisfied by the product attributes of the company, satisfied with the promotional attributes and placement/distribution system of the company, neither satisfied nor dissatisfied, they are indifferent with the price dimension of Habesha breweries products. The result of the Pearson correlation indicates that all included independent variables have positive significant relationship with customer satisfaction of Habesha breweries product consumers. The multiple regression analysis result revealed that all the four included independent variables have a positive significant effect in explaining customer satisfaction of Habesha breweries product consumers. Among the four independent variables product attributes has strong positive significant relationship and holds the highest of all the independent variables in explaining or determining the dependent variable which is customer satisfaction. Thus, the company is expected to invest more and work strongly on marketing mix dimensions; Particularly the company is expected to assure strongly product attributes of its products, consider fair and reasonable price, use strongly promotional mix tools that are not prohibited by government and distribute products in consistence as consumers demand to satisfy & retain the existing consumers/end users and attract more consumers. en_US
dc.language.iso en en_US
dc.subject marketing mix, product, price, place/distribution, promotion and customer satisfaction en_US
dc.title THE EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER SATISFACTION: THE CASE OF HABESHA BREWERIES SHARE COMPANY DEBREBREHAN CITY en_US
dc.type Thesis en_US


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