ANALYSIS ON RELATIONSHIP BETWEEN MARKETING MIX AND PERFORMANCE OF PURIFIED DRINKING WATER MANUFACTURING BUSINESSES IN YANGON

This study aims to analyse the effect of marketing mix on performance of purified drinking water manufacturing businesses in Yangon. The specific objectives are to investigate the marketing mix practices dominating in those businesses, to examine the relationship between characteristics of businesses and their marketing mix practices, and to analyse the effect of their marketing mix on performance. Business characteristics considered in this study are age, size and ownership form of businesses. Only four elements of marketing mix (product, price, place, and promotion) are accounted for this study. Performance is measured with four criteria such as sales revenue, sales volume, profit and number of employees. In this research, the simple random sampling method is applied by doing survey on 84 businesses which are located in Yangon. To collect primary data from those businesses, personal interview method is applied by using structured questionnaire. Data are collected during 2016 and 2017. To reach research objectives, the hypotheses are tested by applying linear regression analysis. From the analysis, it is found that the firms’ marketing-mix practices are related to characteristics of businesses such as age and size. Large and old businesses are emphasizing more on product quality and promotion tools while small and young manufacturers are more committed in practicing delivery function tactfully. However, the large and old businesses invested more in building distribution networks and for delivery human resources. The study found that performance measured by sales revenue, sales volume, profit and number of employees is largely related to distribution practices, and performance measured by sales revenue is also related to pricing practices. Thus, for market share and for staying only at the above survival level in market, purified drinking water manufacturing businesses should compete with the use of pricing strategy. However, for long-term success with good sales revenue, profit and business growth by recruiting more employees, they should pay attention to establishment of effective and efficient distribution structure