Download PDF

Abstract

This thesis explores effective marketing strategies based on the 4Ps marketing mix model and focusing on customer satisfaction for Dr. Furniture Online Furniture In Yangon, Myanmar. It has been utilized with both primary and secondary data to achieve the objectives. Data were collected 120 respondents residing in Yangon, Myanmar. Non probability methods were used to collect data. The study analyzes the correlations between marketing mix elements (Product, Price, Place, Packaging, People and Process) and customer satisfaction, revealing significant positive relationships. The correlation analysis results reveal that all components of the marketing mix exhibit a robust and positive relationship with customer satisfaction. Moreover, customer satisfaction strongly correlates with loyalty. The outcomes of the multiple regression analysis demonstrate that product , price, and promotional activities exert positive and statistically significant influences on customer satisfaction. Additionally, customer satisfaction significantly and positively impacts the loyalty of customers to Dr. Furniture Online product in Yangon, Myanmar. Based on insights from respondents, recommendations include maintaining product effectiveness, considering revised pricing strategies, promoting strict adherence to dosages, addressing side effects, streamlining production, and maintaining stable pricing and availability.

Author: NAY MYO