INFLUENCE OF MARKETING MIX (7P'S) ON CUSTOMER SATISFACTION AMONG BIG BREW SCHOOL - LOCATED BRANCH: TOWARDS IMPROVE MARKETING TOOL

Abstract

This research investigates how the 7Ps of the marketing mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—affect customer satisfaction at Big Brew's school-located branches. By identifying areas needing enhancement, the study aims to provide actionable recommendations for improving marketing strategies and tools. This study employed a convenience sampling technique—a non-probability sampling method—where participants were selected based on their availability and proximity to the researcher. While this approach is expedient and cost-effective, it may introduce biases due to its lack of randomness, potentially limiting the generalizability of the findings. ​  Data collection was facilitated through a survey questionnaire, designed to capture relevant customer information efficiently. The findings indicate that the majority of respondents are female students who prefer to make purchases between 4:00 PM and 8:00 PM. Regarding the 7Ps marketing mix, respondents expressed a high level of satisfaction, with an overall weighted mean of 3.39, suggesting a positive perception of these marketing elements. Similarly, customer satisfaction metrics such as perceived quality, perceived value, and customer service received favorable evaluations, achieving an overall weighted mean of 3.47, further reinforcing the positive customer sentiment. The study identified several areas within Big Brew's marketing mix that require attention to enhance customer satisfaction. Notably, male customers who are employed or passersby, particularly those preferring to purchase between 1:00 PM and 4:00 PM, represent a demographic that could benefit from targeted marketing strategies.