The Influence of marketing on customer satisfaction: a case of mini supermarkets in Nairobi County

Abstract

The study investigated what influence does marketing m1x strategies have on customer satisfaction in the Mini Supermarkets in the county of Nairobi. The aim of the research was to establish the marketing Mix element most valued by Customers and also to determine the connection between the marketing mix strategies and the satisfaction of customers. The marketing mix strategies included the 7Ps of marketing which are Price, Process, place, product, promotion, people and physical evidence strategies. The sample size included I 00 respondents who were the customers from the selected 20 supermarkets in Nairobi. Data collection for this study was administered using questionnaire. The research was faced with challenges during data collections where some respondents were busy and not willing to respond . Data was analyzed descriptively with the aid of SPSS software (version 21 ). This helped to yield mean, standard deviation, tables and charts which were used in the analysis of the data and presentation. Data analysis entailed preparation of the collected data, coding, editing and cleaning of data in readiness for processing using SPSS and Microsoft office excel. Findings on the marketing mix strategy that most influence customers to shop in mini supermarkets in Nairobi County revealed that price was the most influential marketing mix element followed by place and product respectively.The least intluential Marketing mix strategy was promotion. On the other hand, process was found to be the most significant element when it comes to what contributes more to satisfaction of customers. It was followed by price and place. Physical evidence was found to be significant at I 0% but at I% it was not significant. This study recommends additional study to find out why people have no significant influence on customer satisfaction in mini supermarkets when all the variables are tested together. In this study, marketing mix strategy will be used interchanging with marketing mix elements