ABSTRACT
Curving businesses are doing poorly concerning customer relations. The ability of the
organization to adjust itself to fit customer needs is one of the requirement for them to
remain competitive in the market. In absence of marketing mix customer relations
suffer in terms of customer loyalty, retention and acquisition. The current study
sought to assess the effects of marketing mix on customer relations in soapstone
carving business in Kisii County, Kenya. Specific objectives were: to assess the effect
of product on customer relations, to find out the effect of price on customer relations,
to determine the effect of place on customer relations and to evaluate the effect of
promotion on customer relations. The study helps the County Government and the
entrepreneurs in decision making concerning enterprise planning . The study was
based on equity, assimilation and contrast theories. The study used descriptive
research design. The target population of the study was 857 employees of the 53
enterprises in Tabaka town majorly dealing in soapstone carving business. Purposive
and stratified sampling techniques were used. A sample size of 86 respondents was
selected for the study, which comprised of 10% in each category. Data was obtained
by use of self-administered structured questionnaire, which was collected later after
one week. The validity and reliability of the study instrument was determined by help
of the supervisor and Cronbach’s coefficient alpha respectively. Data for this study
was analyzed by use of descriptive statistics like and percentages while inferential
statistics of correlation and regression analysis were used. The data was presented by
means of tables. The study found that: product, place, price and promotion had a
positive relationship with customer relation. The study concluded that product, place
and promotion significantly affected customer relations while price had insignificant
but positive influence on customer relation. The study recommended that curving
businesses should embrace market mix to enhance customer relation.
OYUNGE, A (2021). Marketing Mix And Customer Relations In Soapstone Carving Businesses In Tabaka, Kisii County, Kenya. Afribary. Retrieved from https://afribary.com/works/marketing-mix-and-customer-relations-in-soapstone-carving-businesses-in-tabaka-kisii-county-kenya
OYUNGE, ALBERT "Marketing Mix And Customer Relations In Soapstone Carving Businesses In Tabaka, Kisii County, Kenya" Afribary. Afribary, 31 May. 2021, https://afribary.com/works/marketing-mix-and-customer-relations-in-soapstone-carving-businesses-in-tabaka-kisii-county-kenya. Accessed 07 Sep. 2024.
OYUNGE, ALBERT . "Marketing Mix And Customer Relations In Soapstone Carving Businesses In Tabaka, Kisii County, Kenya". Afribary, Afribary, 31 May. 2021. Web. 07 Sep. 2024. < https://afribary.com/works/marketing-mix-and-customer-relations-in-soapstone-carving-businesses-in-tabaka-kisii-county-kenya >.
OYUNGE, ALBERT . "Marketing Mix And Customer Relations In Soapstone Carving Businesses In Tabaka, Kisii County, Kenya" Afribary (2021). Accessed September 07, 2024. https://afribary.com/works/marketing-mix-and-customer-relations-in-soapstone-carving-businesses-in-tabaka-kisii-county-kenya