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You searched Library Catalogue - Title: Becoming a master student / Dave Ellis
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Call Number (WOU)
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SP CEMBA 2012 29
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Author
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Goon, Siew Fong
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Title
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The impact of marketing mix on consumer purchase behavior (decision) for skin care products in Penang / Goon Siew Fong
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Abstract
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This research examined the relationship between the Marketing Mix of product quality, brand name, price, promotion, distribution channel and consumer purchase behavior (decision) among consumers in Penang, Malaysia. The independent variable is the marketing mix while the dependent variable is consumer purchase behavior. The purpose of this study is to examine the consumer purchase behavior patterns of Penang consumer related to facial skin care products. The objective is to get valid and reliable results that help the marketers in planning for their future business activities and marketing strategies. Via non-probability random sampling method, total of 151 respondents from university, hospitals and research institutes in Penang were participated in this study. The collected data were analysed statistically using multivariate statistics (SPSS). Factor analysis, reliability analysis, descriptive analysis, correlational analysis, and multiple regression analysis were used as the bases of analyses. Results indicated that product quality and brand name was significantly positive related to consumer purchase behavior. It also revealed that price, promotion and distribution channel has no significantly related to consumer purchase behavior in skin care products. The hypotheses that price,promotion and distribution channel is positively related to consumer purchase behavior were not supported. This study has theoretical implications for academics and practical implications for managers. Theoretically, this research has contributed to the literature on marketing mix towards consumer purchase behavior. Practically, study revealed that price and brand name has significant positive relationship with consumer purchase behaviour, marketers must be able to cater to these factors to grow their business in skin care products. Marketers should develop strategies which are suitable for specific circumstances of the company. Limitations of the study and suggestions for future research were also laid out in this study. The study only limited to Penang consumers due to time constraint. In future, researchers should consider do this research in more states. In conclusion, this research revealed the growing importance of the marketing mix in affecting consumer purchase behavior (decision) in Penang.
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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, 2012
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Physical Description
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166 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Skin -- Care and hygiene -- Malaysia
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