Marketing mix and satisfaction: A mediation effect of perceived value in handlooms in Telangana

This research attempts to examine the mediation effect of perceived value on marketing mix strategy and satisfaction with selected products of handloom in Telangana. 628 customers were selected as the sample size. AMOS 18.0 analysis was run to test the hypotheses. Based on the 187 completed data, the findings provide support for the relationship between marketing mix strategies (product, price, place and promotion) and satisfaction. The findings also confirm that perceived value is a critical antecedent to satisfaction. In addition, price, place and promotion are important predictors of perceived value, and perceived value has a strong positive relationship with satisfaction. In short, marketing mix strategy drives perceived value which in turn drives satisfaction. The results also indicate that perceived value partially mediates the relationship between marketing mix strategy and satisfaction. As a result, the strength of the marketing mix strategy - satisfaction relationship becomes weaker when perceived value is considered. Managerial and theoretical implications of the findings are also discussed.