A study of Marketing Mix Strategy of Xiaomi Mobile Phone in Yangon that Impacts on Making Decision towards Customer Satisfaction

การอ้างอิง/citation

AGGASARA. (2019). A study of Marketing Mix Strategy of Xiaomi Mobile Phone in Yangon that Impacts on Making Decision towards Customer Satisfaction. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

The core of this study is the Marketing Strategy of Xiaomi Mobile Phone in Yangon that affects Customer Making Decision towards satisfaction. Chinese electronics firm Xiaomi’s smartphones have been on sale unofficially in Myanmar for over a year, but the company is now gearing up to officially start selling its products as user demand picks up. For a short time, Xiaomi, a china mobile company is rapidly marketed in the Myanmar Technology Market. Xiaomi established by CEO Lei Jun with his seven partners in 2010. In August 2011, the smartphone was first introduced into the market, and then in 2014, it became the top brand in China smartphone market. It becomes as world’s biggest smartphone company, currency.

The general objective of this study is to explore the Marketing Mix Strategy of Xiaomi Mobile Phone in Yangon that effects on making a decision towards customer satisfaction. The specific objectives are; “To analyze which marketing strategies are impacts on the customer making a decision towards Xiaomi mobile phone in Yangon Myanmar.” “To study how the customers are satisfaction level of Xiaomi mobile phone in Yangon Myanmar.” “To determine how the relationship between marketing strategy and customer making decision-related to Xiaomi mobile phone in Yangon Myanmar.”

Researchers focus on the marketing strategy such as product, price, place and promotion that impacts on customer satisfaction of Myanmar people who use the Xiaomi mobile phone due to the limitation of this study. The target population of this research is the customers in Yangon who use Xiaomi mobile phone.

This study was quantitative research using questionnaires from Xiaomi smartphone users from Yangon. The questionnaires were designed Burmese and English in this research. The sample size was 186. The researcher chooses simple random sampling in the research for conceptually. Customer from Yangon who used Xiaomi mobile users was asked to rate the level of agreements based on a five-point of the Likert rating scale with providing the various statements that impact of making the decision that could be the relationship between products, price, place and promotion and their making decision towards satisfaction to buy Xiaomi mobile.

Pearson correlation analyzed that the R-value of 1 reflects a high level of prediction and the R square value of 1 explains the independent variable of the marketing mix of pricing strategy of the variability for the dependent variable. The correlations indicate that if a relationship is significant between the dependent and independent variable and in this case, the R-value of 1 is greater than 0.01 significant area. Therefore, marketing mix strategy making a decision towards customer satisfaction is the perfect relationship with Xiaomi mobile phone in Yangon Myanmar.

Keywords: Marketing mix strategy, making decision, customer satisfaction, Xiaomi mobile phone, Yangon Myanmar.

A study of Marketing Mix Strategy of Xiaomi Mobile Phone in Yangon that Impacts on Making Decision towards Customer Satisfaction

Master of Business Administration (International Program), Siam University, Bangkok, Thailand