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Abstract:

SHWE YAMIN OO

Impact of Marketing Mix on Customer Satisfaction: A Case Study of White Studio’s Fancy & Accessories, Yangon, Myanmar investigates the relationship between the marketing mix elements and customer satisfaction within the context of White Studio’s Fancy & Accessories in Yangon, Myanmar. By analyzing the effectiveness of the 4Ps of marketing—Product, Price, Place, and Promotion—this study aims to identify how these factors contribute to customer satisfaction and loyalty, which are crucial in a competitive retail environment, that can lead to the growth of a business. To achieve this objective, the study evaluates several key variables, including product quality, pricing strategies, shop location (place), promotional activities, overall customer satisfaction, and customer loyalty. The research findings reveal that product quality stands out as having the most substantial impact on customer satisfaction levels. High-quality products not only enhance the perception of value among customers but also cultivate a deeper sense of brand loyalty and satisfaction. Furthermore, the study highlights the importance of pricing strategies in shaping customer satisfaction. When customers perceive the price of a product to be fair and aligned with its quality, their overall satisfaction increases significantly. This is particularly relevant in the context of fancy accessories, where consumers often expect a balance between quality and price.

Author: SHWE YAMIN OO