Authors: Chisenga Brian
Abstract: The study intended to analyse customers’ perception of selected meat suppliers 4Ps of Marketing Mix on its FMCG and causes of how sales processed dairy products in its Mansa outlets. The objectives of the study were to establish the fast moving consumer good with the highest positive perception of the Marketing Mix of selected meat suppliers’ FMCG and to investigate factors contributing to reduced sales in processed dairy products. The study design comprised of both qualitative and quantitative methods. The sample had the categories of participants: (n40 customers) and (n10 marketing specialists). Primary data was collected through questionnaires administered on customers. While an interview guide was applied on marketing specialists. Purposive sampling was used to come up with the sample. Customers (55%) indicated a fair perceptive on the overall pricing of selected meat suppliers’ products while meat products had the most positive perspective in terms of quality. Further, the study established that the major factor contributing to low sales in processed dairy products was the emergency of alternatives. The study concludes that customers’ perspective on the Marketing Mix strategies applied by selected meat suppliers’ on its FMCG is highly varied with greater look on the pricing and product quality. On the other hand, the emergency of alternative to processed dairy products, is presenting an inevitable negative effect on sales volumes on the later.
