Customers' satisfaction towards marketing mix of an international hypermarket (Case study of Carrefour Hypermarket, Pulau Pinang) / Fairuz Ayuni Rozaini

This research is about a study on customers' satisfaction towards marketing mix of an International Hypermarket (Case Study of Carrefour Hypermarket, Pulau Pinang). The study aimed to identify major marketing mix, which are product, price, placement or promotion that contributes to the customers' satisfaction at International Hypermarket and the researcher chose Carrefour Hypermarket (French Company) and the study was done at Carrefour Hypermarket, Pulau Pinang.

The survey is conducted at the customer main entrance during Customers' Day. The sample size for this study is 100 of the respondents who come to shop at Carrefour Hypermarket, Pulau Pinang. Data obtained using two methods that are primary and secondary data. Respondents are required to answer the questionnaires that contain the marketing-mix elements that influence them to shop at Carrefour Hypermarket, Pulau Pinang. Data are analyzed using Reliability Test, Chart and Frequency Table through SPSS program. The sampling technique that had been used in this study was convenient non-probability sampling. The result shows that price is the major marketing mix that contributed to the customers' satisfaction compared to other marketing mix.