British Journal of Marketing Studies (BJMS)

EA Journals

Marketing Mix Strategy


The essence of every marketing activity is to attract customers and increase their desires for specific product or service.Thus organizations pursue consumers’ satisfaction with large amount of resources but to what extent has United Cement Company Limited met this objective in Calabar. This study thus, evaluated the effect of United Cement marketing strategies on consumers’ satisfaction in Calabar. To this end, the survey research design was adopted.The respondents consisting of customers and staff of United Cement Company Limited, Calabar were drawn using convenience and random sampling techniques respectively. Primary data were collected through the use of structured research questionnaire, and were analysed statistically using analysis of variance, a regression analysis technique. The results of the analysis revealed that United Cement Company marketing strategies have significant positive impact on cement consumers’ satisfaction in Calabar. It was therefore recommended that UniCem should retain its current marketing strategies in Calabar because they have positive influences on consumers’ satisfaction. Also, that UniCem should evolve other marketing strategies such as total quality management to maintain its cement quality, give discounts to create and sustain customers’ loyalty and create customers friendly outlets to directly keep in touch with many small customers.

Keywords: Consumers’ Satisfaction, Corporate Social Responsibility Strategy, Innovation Strategy, Market Development And Expansion Strategy, Marketing Mix Strategy, Marketing Strategies

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