INTRODUCTION

Sample title: CUSTOMERS’ LEVEL OF SATISFACTION OF THE MARKETING MIX OF ABC COMPANY

Background of the Study

- Rationale

Statement of the Problem:

This study is conducted to determine customers level of satisfaction of the marketing mix of ABC
company.

(Objectives without inferential):

Specifically, it will answer the following objectives:

1. What is the profile of the participants in terms of:

a. Age;
b. Sex or gender;
c. Estimated monthly income; and
d. Employment status?

2. What is the level of satisfaction of the participants of the marketing mix in terms of
a. Product;
b. Price;
c. Place;
d. Promotion;
e. People;
f. Process; and
g. Physical evidence?

3. What are the strengths, weaknesses, opportunities and threats of the marketing mix in terms
of:
a. Product;
b. Price;
c. Place:
d. Promotion:
e. People;
f. Process; and
g. Physical evidence?

4. What suggestions can the participants provide to improve the marketing mix of ABC Company?

5. What marketing strategies are to be recommended to improve market performance of ABC

Company?
CONCEPTUAL FRAMEWORK:

Narrative first: (describe your conceptual framework in terms of the connectivity of your variables)

In order to address the statement of the problem, this study will determine the profile of the
participants and from these participants, level of satisfaction of the t marketing mix and their possible
suggestions to improve the same will be gathered in a survey form. Also, the strengths, weaknesses,
opportunities and threats of the ABM company will be taken into consideration. All the data gathered
will be processed to formulate appropriate marketing strategies to be recommended to ABC Company
for improvement of the marketing mix.

Customers’ level of
satisfaction of the
Profile of marketing mix in
Participant in terms of: (2)
terms of: (1)
Customers’ Marketing
suggestions (4) Strategies (5)

ABC Company

SWOT (3)

Figure 1: Schematic Diagram of the Conceptual Framework

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Statement of the Problem:

This study is conducted to determine customers; level of satisfaction of the marketing mix of ABC
company.

(Objectives with inferential):

Specifically, it will answer the following objectives:

1. What is the profile of the participants in terms of:

e. Age;
f. Sex or gender;
g. Estimated monthly income; and
h. Employment status?

2. What is the level of satisfaction of the participants of the marketing mix in terms of
h. Product;
i. Price;
j. Place;
k. Promotion;
l. People;
m. Process; and
n. Physical evidence?

3. What are the strengths, weaknesses, opportunities and threats of the marketing mix in terms
of:
 h. Product;
i. Price;
j. Place:
k. Promotion:
l. People;
m. Process; and
n. Physical evidence?

4. What suggestions can the participants provide to improve the marketing mix of ABC Company?
5. (inferential of objective) In there a signification relationship between participants’ level of
satisfaction and profile in terms of:
a. Age;
b. Sex or gender;
c. Estimated monthly income; and
d. Employment status?

6. What marketing strategies are to be recommended to improve market performance of ABC

Company?

Hypothesis (null hypothesis)

1.There is no significant relationship between participants’ level of satisfaction and profile in term
of:

a. Age;
b. Sex or gender;
c. Estimated monthly income; and
d. Employment status.

Theoretical Framework (provide theories and principles that will address your statement of the problem
and objectives connecting to your conceptual framework)

Conceptual Framework: (the same with that of no inferential objective)

Scope and limitation

- Discuss the scope of data to be gathered

- The participants of the study (specify exact number), location and description
- The location of the study
- Extent of result expected of the study
- Limitations – in terms of: (1) data gathering
- (2) participants
- (3) location of participants
- Other challenges encountered during the conduct of the study

Significant of the study

- Who will benefit of the result of the study?

- Who will use the information?
- Write in order of significance

The study may be significant to the following:

The Business Owners. (how to benefit? In what way to benefit with the information provided by the

Study?)

The Marketers.
The Customers.

The researchers. ( this is a must)

The future researchers. ( this is a must}

Definition of Terms

The following terms are defined conceptually and operationally:

- In here define the variables of the study specifically those provided in your conceptual framework

Example.

Marketing Mix. The set of marketing tools that the firms uses to pursue its marketing objectives in the
target market (Kotler, 2017). In this study it refers to the mix of product, price, place, promotion, people
process and physical evidence provided by ABC company to its customers that is to be measured by the
participants of the study in terms of satisfaction.

Note: do not use Wikipedia or dictionary in the conceptually defining the terms.

- In alphabetical order

Review of Related Literature

Provided herein are literature reviewed are similarly and relatively related to the study at hand that
will enhance the variables of the study and provide enough basis for analysis of the result hereto.

Customer Satisfaction of the Marketing Mix (topic 1 based on objective no. 2)

- Provide related literature of the topic

Marketing mix: strengths, weaknesses, opportunities and threats. (topic 2 based on objective 2)

- Provided related literature of the topic

Synthesis:

- Summary of the highlights of the related literature presented. Discuss how these literature can help
or provide more meaning to your study.