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Abstract

This study, titled Impact of Marketing Mix on Customer Satisfaction: A Case Study of Myanmar New Hope Farms Co., Ltd in Myanmar, examines the role of the marketing mix—Product, Price, Place, and Promotion—on customer satisfaction in the agribusiness sector. Although Myanmar New Hope Farms applies various marketing strategies to attract and retain customers, the actual influence of these elements on satisfaction remains unclear. This study adopts a quantitative approach using structured questionnaires distributed to 150 customers in Bago and Mawlamyine regions. Descriptive statistics and multiple regression analysis were employed to assess customer perceptions and identify significant relationships. The research is limited to four elements of the marketing mix and excludes broader geographic coverage and additional factors like service quality or brand image. The findings reveal that Product, Price, and Place significantly influence customer satisfaction, while Promotion does not show a statistically strong effect. Based on the results, practical recommendations include enhancing product innovation, offering more flexible pricing, improving distribution efficiency, and revitalizing promotional strategies. These insights provide a foundation for Myanmar New Hope Farms and
similar agribusinesses to align marketing efforts with customer expectations for sustained competitiveness.

Author: KYAW LINN HTUN