The Effect of Marketing Mix Element on Customer Purchase Interest: A Case Study 0n Kite Manufacturing Industry.

Abstract

In the increasingly competitive global and domestic manufacturing landscapes, the strategic alignment of the marketing mix is essential for organizational survival and growth. KITE Manufacturing PLC, a prominent Ethiopian producer of corrugated carton boxes and sanitary materials, has recently experienced a discrepancy between its production capacity and sales performance, alongside a perceived decline in customer engagement. This study investigates the impact of the 7Ps marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customer purchase interest within KITE Manufacturing PLC. It seeks to identify which strategic levers most significantly influence buying behavior to provide actionable insights for reversing the current decline in market share. The research employed a mixed-methods approach, utilizing both descriptive and explanatory designs. A census method was applied to a target population of 84 key customers (wholesalers and retailers), complemented by semi-structured interviews with senior marketing management. Quantitative data were analyzed using descriptive and inferential statistics via SPSS 27, while qualitative insights provided contextual depth to the findings. Preliminary descriptive analysis indicates a paradox in KITE’s market positioning. While "Product Quality" received a high mean score (M = 3.9), suggesting strong technical offerings, the "Price" element received a low mean score (M = 2.2), indicating that customers perceive the current pricing strategy as uncompetitive and disproportionate to the value provided. Furthermore, the study identified a significant gap in customer-centricity, particularly regarding the integration of customer feedback into the product development stage. The study concludes that high product quality alone is insufficient to sustain purchase interest if not supported by competitive pricing and robust customer engagement. It is recommended that KITE Manufacturing PLC shift from a volume-based sales strategy to a customer-centered approach, re-evaluating its pricing structures and enhancing its promotional and distribution mechanisms to better align with market expectations and competitive benchmarks in the Ethiopian packaging industry.