The Effect of Marketing Mix on Purchasing Decision and Customer Satisfaction from Producing Cooperative Companies of Kuhdasht County

Abstract

The objective of this study is to promote knowledge in country’s producing cooperatives and to examine and determine the probable relationship between quality, price, advertisement and method of distribution in cooperative producing companies in Kuhdasht County with decision of customers to purchase and determining the satisfaction of customers in 2010. Customers of cooperative producing companies in Kuhdasht form the population of this research. The sampling size of this field descriptive-correlative study was determined according to sampling formula of unlimited populations (n=20). The validity of the questionnaires was determined 98% using Cronbach test. Research findings shows that the customer satisfaction from purchasing the products of the mentioned companies is 2.10%, lower than expected average of 3%. This implies their low satisfaction. Therefore it can be concluded that that marketing strategies of producing cooperative companies in Kuhdasht couldn’t provide the necessary satisfaction for the customer causing the costumers lack of interest in purchasing the products of these companies. In other words, customer's satisfaction is subject to quality, price, advertisement and distribution variables which as intervention variables provide and supply the demand of the customers, leading to decisions to purchase from these companies.

Keywords

• costumer satisfaction
• cooperative
• marketing mix, decision of purchasing