Level of customer satisfaction of selected milk tea drinkers at De La Salle University Vis-Ã -vis the marketing mix

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Raymond D. Paderna

Defense Panel Chair

Alfred Dimaano

Defense Panel Member

Delfin Mauricio

Abstract/Summary

As the researchers studied marketing strategies, the group decided to use the Marketing Mix (4Ps) conceptualized by McCarthy (1960). The marketing mix (4Ps) is one of the basic models used in marketing to assess and develop a marketing strategy for businesses. The group wanted to focus the research on the Milk Tea industry that was rapidly growing in numbers at a hasty phase. This fast growth of the milk tea businesses signified that the milk tea was picking up and consumers have started expressing concerns for more healthy alternatives for soda and coffee. The group chose the milk tea shops in the vicinity of De La Salle University campus to establish and identify the importance of the marketing mix in sustaining and generating customer satisfaction among the De La Salle university students. Since marketing mix variables (4Ps) were known to have the ability to create a distinctive image of a brand and product, the group wanted to know the significant marketing mix variables that helped the milk tea businesses sustain and increase their customers satisfaction in the presence of many competitors.

The researchers were able to prove that among the 4 Ps in the marketing mix, Product served as the most dominant and significant factors that achieved the highest level of customer satisfaction for all of the milk tea shops in the vicinity of De La Salle University. The specific factors that the customers were satisfied about the Product were sweetness, size of serving, quality of service, and variety of products. The four specific factors got the highest satisfaction ratings among the four milk tea shops.

For all of the milk tea shops, the researchers recommended the store to improve on their promotions strategy if they would like to really become known at De La Salle University. This strategy would help improve the knowledge of the student customers about their store.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU18308

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

108 leaves : illustrations (some colored) ; 28 cm.

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