An Assessment of Effectiveness of Marketing Mix as a Satisfaction Tool at Local Authorities in Ghana

Abstract

Aims: -     To find out the extent of marketing mix adoption in Ghanaian local authority setting. -   To investigate the factors that hinder smooth adoption of marketing mix Ghanaian local authorities. -     To find out whether effective adoption of marketing mix really leads to customer satisfaction. -    To highlight any other findings which are essential and can contribute to effective marketing mix adoption in Ghanaian local authorities. Place and Duration: Takoradi Polytechnic, School of Business Studies, Department of Marketing, From January 2015-June 2015. Methodology: 185 respondents from 25 out of 216 local authorities were purposively selected. Structured self-completion questionnaire, journal, internet and local government books were used to collect data. Data was analysed using frequencies, mean, standard deviation and factor analysis. Results: 6 finance officer, 11 coordinating and 8 other positions (management) as well as 38 traditional rulers, 42 assembly members, 41 community members and 39 unit committee members (stakeholders) were sample from 25 out 216 local authorities in Ghana. Summary of views of respondents (management) about marketing mix as a satisfaction tool on a likert scale (1=strongly disagree, 2=disagree, 3=neutral, 4=agree and 5= strongly agree) were skewed towards neutral 84% and 60% disagreeing (See Tables 4 and 6). From stakeholders perspective marketing mix adoption among local authorities in Ghana is low with 33.1%, 34.1%, 31.9% and 0.6% of respondents indicating none, low, medium and high respectively (see Table 2). Conclusion: The study concluded that marketing mix adoption among local authorities in Ghana is low and also its usage as customer satisfaction tool is ineffective. Furthermore, it was found that the 7ps (product, price, promotion, place, people, process and physical evidence) on their own is inadequate to satisfy customers in local authorities in Ghana.