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You searched Library Catalogue - Title: Penang : School of Business and Administration, Wawasan Open University, 2015.
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Call Number (WOU)
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SP CEMBA 2013 15
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Author
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Elangovan a/l Iyavoo
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Title
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The impact of marketing mixes on sales performance in GXP Hypermarket : an analysis of sales decline in its operation in Sungai Petani, Kedah / Elangovan a/l Iyavoo
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Abstract
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GXP Hypermarket operation in Sungai Petani is registering sales decline over the last 4 consecutive years. A research has been initiated in an attempt to understand the forces in action leading to the sales decline. It has been hypothesized, the cause of sales decline which is essentially sales performance of the hypermarket, is influenced by the marketing mix factors which Hypermarket industry, in general adopt. Important elements from the various Marketing Mix factors affecting Sales Performance in Hypermarkets, comprising of Product, Price, Place and Promotion are identified and questionnaire developed with the intention of conducting a Survey in the region. The element of availability of multiple brand and packaging range within Product, competitive pricing and discount sale within Price, consideration of distance and convenience within Place with advertisement content and selection of advertisement language within Promotion were identified as key factors influencing Sales Performance of a Hypermarket in the locality and they collectively form the basis for the questionnaire development.
There were 41 response received out of 200 sets issued and answers received were run through the SPSS software for Factor, Reliability and Regression Analysis. Factor Analysis output retained all questionnaires within the 4 initial factor categorization, Reliability Analysis outcome commended with high reliability Cronbach’s Alpha 0.845 and Regression Analysis with good significance value on all the 27 questionnaire posed to the respondents. Based on the analysis outcome, the entire hypothesis formed and tested were found to be in the affirmative state and the research finds were discussed for its Theoretical and Managerial implication.
The conclusion is derived with the findings that elements within the marketing mix studied positively influence the Sales Performance of Hypermarket in Sungai Petani and forwarded the recommendation to GXP Hypermarket to review and adopt changes to its current Marketing Mix practices in order to become a preferred shopping spot in the area concern.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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132 p.; 30 cm.
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Subject
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Marketing -- Management
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Subject
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Strategic planning
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Subject
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Marketing
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