OPTIMIZING MARKETING MIX STRATEGIES FOR ENHANCING RETAILERS SATISFACTION AND LOYALTY: A QUANTITATIVE ANALYSIS

Abstract

This study explores the impact of marketing mix variables—Product, Price, Promotion, and Place—on retailer satisfaction and loyalty, with a specific focus on the ready-to-mix food industry. By analyzing data collected from 408 retailers using structural equation modelling, the research highlights how these marketing elements directly influence both retailer satisfaction and customer loyalty. The findings reveal that high product quality, competitive pricing, effective promotional strategies, and efficient distribution channels are crucial in fostering retailer satisfaction, which in turn enhances customer loyalty. The study's results underscore the importance of a comprehensive marketing strategy that addresses these key factors, offering valuable insights for retailers seeking to optimize their approach in the competitive ready-to-mix food market. These insights suggest that maintaining strong relationships with retailers, particularly through regular sales visits, can lead to sustained business growth and improved customer loyalty.