EVALUATION OF PROMOTIONAL ACTIVITIES OF MIXUE TOWARDS CUSTOMER SATISFACTION

Abstract

This study examines the impact of promotional strategies on customer satisfaction in the ice cream and tea industry, focusing on Mixue, a well-established Chinese franchise. With 26,000 branches worldwide and over 100 locations in the Philippines, Mixue has extensive experience in customer engagement, marketing tactics, and industry challenges.  The study aims to determine:  How effective promotions influence customer preferences. Whether these strategies enhance customer satisfaction. The key challenges faced by ice cream and tea shops in a competitive market.  By analyzing customer experiences and industry trends, this research will provide insights into how Mixue and similar businesses can refine their promotional strategies to attract and retain customers. The study employed a quantitative exploratory method, utilizing a convenience sampling approach with 75 respondents. To analyze customer responses, Frequency and Percentage Distribution analysis was used. Additionally, the z-test was conducted to determine whether there is a significant relationship between Mixue Ice Cream & Tea House’s promotional activities and customer satisfaction.  By applying statistical analysis, this research aims to provide data-driven insights into how promotional strategies influence customer perceptions and experiences within the ice cream and tea industry. The study found that Mixue Ice Cream & Tea House’s promotional activities effectively engaged customers and conveyed their intended messages. Key findings include:  Advertising: Received a "Very satisfied" rating with a weighted mean of 3.54. Social Media Marketing: Achieved a 3.46, showing customer appreciation for Mixue’s online presence. Sales Promotions: Also rated "Very satisfied" with a weighted mean of 3.54, indicating a positive impact on customer perception.  A significant relationship between promotional activities and customer satisfaction was confirmed, as reflected in the z-value of -64.25217. This study examines Mixue's promotional activities, customer satisfaction, and challenges in the competitive food industry. It focuses on evaluating Mixue Ice Cream & Tea's advertising, social media marketing, sales promotion, and the four marketing mix which are product, price, place, and promotion. The study offers valuable insights to maintain the brand's consistency and competitiveness in the market.