Evaluation of the Customer Perception on the Company's Marketing Mix Effort: A Case Study of Government and Private Cement Company Ltd. in Bangladesh

Abstract

Specifically, strategic issues like customer perception on the company's marketing mix analysis, demand analysis, competitor analysis, analysis of market situation, production process have so far not been analyzed adequately. Therefore, the main objective of this study was to evaluate the customer perception on the company's marketing mix effort of Chhatak Cement Company (Government) and Shah Cement Industries Ltd. (Private). By integrating primary and secondary data, different statistical analyses were conducted. The author has also identified through factor analysis techniques in this study that, product quality, product availability, product weight, packaging, repackaging, reasonable price, transportation facilities, promotional activities, credit facilities, technical facilities, delivery in time are the significant competitive factors in the market. The analysis and findings suggest that the strategy of Shah Cement Industries Ltd. is much better than the Chhatak Cement Company. Every success of an organization depends upon effective business strategy. Customer's perception on the company's marketing mix efforts shows that for all of the factors are favorable to Shah Cement Industries Ltd. than Chhatak Cement Company. So Shah Cement Industries Ltd. can maintain the existing strategy but Chhatak Cement Company should redesign its strategy.