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Abstract

This thesis explores the impacts of marketing factors based on the 4Ps marketing mix model and focusing on customer satisfaction of Honda Dream Motorcycle in Kayin State, Myanmar in Yangon, Myanmar. It has been utilized with both primary and secondary data to achieve the objectives, In order to accomplish this goal, a sample of 180 Honda Dream motorcycle user in kayin state, Myanmar are chosen. This study aims to investigate the relationship between product features, price, distribution intensity, product design, and brand image, and how these elements affect customer satisfaction with the Honda Dream 125 NCX in Kayin State, Myanmar. Addressing this issue is crucial for Honda to enhance customer loyalty, increase market share, and tailor its offerings to meet the preferences and needs of consumers in the region. 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. According to the study’s analysis, its goal was to assess respondents from Honda Company Limited’s perceptions of the marketing factor and how it affected customer satisfaction. In order to accomplish this goal, a sample of 180 Honda Dream motorcycle user in Kayin state, Myanmar are chosen. Following a review of the study’s theoretical and conceptually related literature, respondents’ perceptions of the marketing factors were shown to be significantly correlated with customer satisfaction. Five-point Likert scale structured questionnaires were used to collect the essential data for the study, which was conducted in order to measure all of the study’s variables. 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 Honda Dream Motorcycle in Kayin State, Myanmar.

Author: NAW THAY HAY HTOO