Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market

2021 ◽  
Vol 12 (6) ◽  
pp. 56-72
Author(s):  
Jalal Rajeh Hanaysha ◽  
Mohammed Emad Al Shaikh ◽  
Haitham M. Alzoubi
Keyword(s):  
Marketing Mix ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Department Stores ◽  
Negative Effect ◽  
Store Location ◽  
The Impact ◽  
Distribution Intensity ◽  
Coast Region

This research aimed to identify the linkages between marketing mix elements and the purchase decision process among consumers in the Malaysian retail industry. To fulfill this objective, the present study followed a quantitative survey for gathering the data from the consumers of department stores at the East Coast region in Malaysia. All of the obtained data were inserted and coded using SPSS and then analysed by AMOS 18. The findings indicated that the impact of advertising on the consumers' purchase decision is positive and statistically significant. Besides that, the findings demonstrated that distribution intensity has a negative effect on purchase decision, whereas price plays a key important role in affecting purchase decisions process of the consumers. Lastly, the findings of this paper verified that store image and store location have significant positive linkages with purchase decision. These outcomes enhance our understanding on the role of marketing mix elements in determining a consumer's purchase decision, particularly in the retail context.

scholarly journals Mr Connenting Retail Marketing Mix and Trust in store with purchase behavior in developing country: A mediated role of Purchase intention

2018 ◽  
Vol 2 (3) ◽  
pp. 96-100
Author(s):  
Numair Ahmed Sulehri ◽  
Mansoor Ahmed
Keyword(s):  
Developing Country ◽  
Purchase Intention ◽  
Marketing Mix ◽  
Purchase Behavior ◽  
Purchase Decision ◽  
Retail Sector ◽  
Marketing Practice ◽  
Purchase Process ◽  
The Impact

Purpose: of the study was to evaluate the marketing practice in the retail sector of a developing country and the trust effect on purchase decision making. Objectives: This study had two main objectives. Foremost was the investigation the impact of marketing mix efforts of retail on the purchase process. Secondly; the investigation of trust in store towards purchase behavior Significance: this study had given insight for the intention-behavior gap (Sheeran and Webb, 2016). It had also added to the rarely explored field of retail in a developing country.

scholarly journals Pengaruh Konsep Bauran Pemasaran terhadap Kepuasan Konsumen Dan Keputusan Membeli Produk Batik di Mageria Batik Malioboro

Media Wisata ◽  
2021 ◽  
Vol 12 (1) ◽  
Author(s):  
Darnawi Darnawi
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Analysis Method ◽  
Product Price ◽  
Know How ◽  
Influence Effect ◽  
Pass Through ◽  
The Impact

The research aims to know how far the influence of marketing mix, consisting of product, price, location and promotion toward customer satisfaction and the impact to purchase decision of batik product at Margaria Batik in Malioboro Yogyakarta. The data was collected by spreading questioner to 150 respondents, chosen by purposive sampling and analyzed by path analysis method. The hypothesis was submitted are marketing mix has an influence effect to purchase decisions by direct or indirect pass through the customer satisfaction. The analysis result of the first sub-structure regression was known that product and price dimensions have significant influences on customer satisfaction. Whereas, the location and promotion dimension didn’t have significant influence on customer satisfaction. The analysis result of the second sub-structure was known that product and price have direct influences dominantly than indirect influences pass through the customer satisfaction.

scholarly journals The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya

2021 ◽  
Vol 4 (1) ◽  
pp. 97-107
Author(s):  
Ponta Dewa Saktiawan ◽  
Soni Harsono
Keyword(s):  
Automotive Industry ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Inclusion Criteria ◽  
Price Perception ◽  
Brand Association ◽  
Negative Effect ◽  
Correlational Data ◽  
Positive Effect

 In the automotive industry, the consumer purchase decision is the most important aspect of the company's life cycle because it can affect profitability, especially for Honda CBR 150R. This study aims to analyze the effect of performance, price perception, brand image, and brand association on the purchase decision of Honda CBR 150R in Surabaya. The research design is descriptive-correlational. Data were collected by distributing 113 questionnaires to the respondents who met the inclusion criteria. The data were analyzed using multiple regression analysis. This research shows that performance and price perception have a negative effect on purchase decisions, but not significantly. The brand image has a positive effect on the purchase decision, but not significantly. On the other hand, the brand association has a positive and significant effect on a purchase decision. It can be concluded that brand association is the most important aspect in Honda CBR 150R purchase decision.

scholarly journals Da mídia de massa às novas mídias: aspectos evolutivos da comunicação em Marketing

Revista Foco ◽  
2018 ◽  
Vol 11 (2) ◽  
pp. 123
Author(s):  
Cristian Luis Schaeffer ◽  
Fernando Bins Luce
Keyword(s):  
Mass Media ◽  
New Media ◽  
General Framework ◽  
Marketing Mix ◽  
Marketing Area ◽  
The Impact

O objetivo deste artigo consiste em analisar, com base no levantamento de artigos e bibliografias da área, os aspectos evolutivos e o papel da comunicação em marketing com o surgimento das novas mídias. Foram estudados conceitos como Marketing, Mix de Marketing, promoção/comunicação, mídia de massa e novas mídias, além do impacto causado pela tecnologia. A análise dessas informações permitiu traçar um quadro geral com as principais características de ambas as categorias de mídias e os fatores que contribuíram para essa evolução, além de avaliar os desafios para a comunicação em Marketing. As novas mídias exigiram uma mudança no papel e no pensamento do Marketing, já que a comunicação impessoal cedeu espaço para a interatividade. E cabe aqui destacar que a área de Marketing está se esforçando para acompanhar essas mudanças.  The purpose of this article is to analyze, based on the gathering of articles and bibliographies of the area, the evolutive aspects and the role of communication in marketing with the emergence of new media. Concepts such as Marketing, Marketing Mix, promotion/ communication, mass media and new media were studied, as well as the impact caused by technology. The analysis of this information allowed to chart a general framework with the main characteristics of both categories of media and the factors that contributed to this evolution, besides evaluating the challenges for communication in Marketing. The new media required a change in the role and thinking of Marketing, since impersonal communication gave way to interactivity. And it should be noted here that the Marketing area is striving to keep up with these changes.

Moving music for moving source texts

2018 ◽  
Vol 1 (2) ◽  
pp. 319-340 ◽  
Author(s):  
Beatriz Naranjo Sánchez
Keyword(s):  
Literary Texts ◽  
Emotional Engagement ◽  
Translation Quality ◽  
Creative Behaviour ◽  
Negative Effect ◽  
Potential Benefits ◽  
The Impact ◽  
Sad Music ◽  
Positive Effect

Abstract Based on previous findings about the role of music as an emotional stimulus, as well as the potential benefits of music-driven emotional engagement in written production and creative behaviour, the present study investigates the impact of emotional background music on translation quality and creativity. A translation experiment in two different conditions (music vs. silence) was conducted in a controlled environment. Participants translated two literary texts of opposing emotional contents (happy vs. sad) while they listened to an emotionally-matching soundtrack. Statistical analysis of within- and between-group comparisons only revealed conclusive results for the sad condition, showing a positive effect of sad music on translation creativity and a negative effect on accuracy.

scholarly journals Internal R&D and Acquisition Performance of Chinese Pharmaceutical Firms: Moderation Effect of Acquisition Motive and Corporate Ownership

Processes ◽  
2019 ◽  
Vol 7 (5) ◽  
pp. 292 ◽  
Author(s):  
Qi Yue ◽  
Xing Hua ◽  
Jianyuan Li
Keyword(s):  
Path Dependence ◽  
Corporate Ownership ◽  
Acquisition Performance ◽  
Moderation Effect ◽  
Pharmaceutical Firms ◽  
Key Factor ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship

Although corporate capability has been recognized as a key factor affecting corporate acquisition performance, the role of R&D capability in acquisition performance has not been fully explained. The aim of this paper was to research the impact of internal R&D on acquisition performance according to a sample of 215 acquisitions of Chinese listed pharmaceutical companies from 2012 to 2016. First, it was found that R&D has a significant negative effect on acquisition performance. Furthermore, it was confirmed that the acquisition motive and the ownership of the acquiring firm have a moderating effect on the relationship between R&D and acquisition performance. Compared to non-technical acquisitions, the negative effect of internal R&D on acquisition performance was reduced for technical acquisitions. Compared with non-state-owned-enterprise acquisition, the negative effect of internal R&D on the acquisition performance of state-owned enterprises was weakened. Our study enriches the research of the path dependence theory on the acquisition performance of enterprises and also the interpretation of acquisition performance on the basis of internal and external innovation and the institutional theory.

scholarly journals Anticipated embarrassment due to social presence withholds consumers from purchasing products that feature a lucky charm

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1612-1630 ◽  
Author(s):  
Di Wang ◽  
Harmen Oppewal ◽  
Dominic Thomas
Keyword(s):  
Social Influence ◽  
Impression Management ◽  
Social Presence ◽  
Purchase Decisions ◽  
Product Selection ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
Superstitious Beliefs

Purpose Several studies have shown that superstitious beliefs, such as beliefs in “lucky” product attributes, influence consumer purchase behaviour. Still, little is known about how social influence, in particular mere social presence, impacts consumer superstition-related purchase decisions. Drawing on impression management theory, this paper aims to investigate the effect of social presence on consumer purchase decisions of products featuring lucky charms including the role of anticipated embarrassment as a mediator of the social presence effect. Design/methodology/approach In three studies, participants select products that feature or do not feature a lucky charm. They make these selections under varying conditions of social presence, as induced by the shopping setting in the scenario or through the use of confederates or fellow participants observing them make a real product selection. Participants are students from Australia and China. Findings The studies show that social presence makes consumers less likely to select products that feature a lucky charm. This suppressing effect is mediated by the consumers’ anticipated embarrassment. Research limitations/implications The study investigates the effect of social presence but does not investigate different parameters of social presence such as the number of people present and their familiarity. The study investigates effects for purchase settings but does not include effects of usage and neither does it look into differences across product types or lucky charm types. Practical implications Marketers should be careful to not make lucky charms too publicly salient. Online settings are more suitable than mortar-and-brick settings for selling products featuring a lucky charm. Originality/value The present research is the first to investigate consumer purchase behaviour for a product featuring a lucky charm. It is also the first to investigate the impact of social influence on superstition-based decision-making.

scholarly journals Product Sampling Effect on Purchase Decision Also by Social Aspects

2020 ◽  
pp. 222-233
Author(s):  
Mariana Sedliacikova ◽  
Anna Kocianova ◽  
Michal Dzian ◽  
Maria Moresova ◽  
Josef Drabek
Keyword(s):  
Durable Goods ◽  
Slovak Republic ◽  
Sales Promotion ◽  
Social Aspects ◽  
Purchase Decision ◽  
Main Role ◽  
Price Ratio ◽  
Purchase Decisions ◽  
The Social

Sampling is an important part of marketing for non-durable goods meaning food products. It provides space not only to introduce news on the market but also remind traditional types of products with innovative ingredients, new flavours and other variations. Moreover, the significant role of sampling is to support the sale of promoted products. The participation of promoter sustains this main role of sampling (support the sale). Following this reason, it is necessary to perceive the social aspects of sampling concerning customers and their purchasing decisions. The main purpose of the research is to verify the sampling efficiency concerning the customer purchase decisions in the conditions of the Slovak Republic considering the influence of the promoters, their behaviour and appearance. In addition to price factor impact on customer purchase decisions, the paper solved the social aspects of the interaction with the promoter and the taste of the product. For obtaining relevant results, 484 customers of retail stores and at the same time participants of sampling have been included in the survey. For meeting the stated goal, the methodological tool of the research method was a questionnaire survey which addressed the sampling participants. The paper presents the results that in most cases, Slovak customers don't purchase the product immediately after the sampling. When they decide to buy, the central aspect is the taste of the product and not the price. Thus, in a taste-price ratio, the taste is considered more convincing and more effective. This finding is in contrasts with previous ones about consumer's price sensitivity. Since sampling is a humanized sales promotion, it is also necessary to perceive the social factors of interaction with the promoter on the purchase decision. Sampling participants consider the behaviour of the promoter and communication skills to be significantly more important than the appearance. The results of the research could be useful to reveal a considerable room for improvement concerning purchase decisions after sampling. It can be influenced by increasing attractiveness of sampling by interesting innovations, either in the products themselves or in the forms of sampling provisions. Keywords customers, preferences, product sampling, promoters, purchase decision, social aspects

scholarly journals The Impact of Halal Label, Price, And Brand on the Purchase Decision of Bakso Wagyu in Kota Wisata Cibubur

The Winners ◽  
2019 ◽  
Vol 20 (2) ◽  
pp. 111
Author(s):  
Freddy Pandapotan Simbolon
Keyword(s):  
Regression Analysis ◽  
Correlation Analysis ◽  
Hypothesis Testing ◽  
Multiple Regression Analysis ◽  
Significant Influence ◽  
Field Survey ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Analysis Method ◽  
The Impact

The objective of this research was to examine the impact of halal labels, prices, and brand on the purchase decision to buy Bakso Wagyu in Kota Wisata Cibubur. It used associative research, and data were collected through a field survey from the Bakso Wagyu outlet in Kota Wisata Cibubur. A set of questionnaires was distributed to 96 customers of Bakso Wagyu outlet in Kota Wisata Cibubur. Multiple regression analysis assessed the impact on purchase decisions of three key constructs of the halal label, price, and brand. The analysis method used correlation analysis, multiple regressions, and hypothesis testing. The results show three components, namely halal label, price, and brand, simultaneously have a significant influence on the purchase decision. However, the halal label was a variable. That are has the most dominant impact. This research indicates the results that halal labels are important for imported products that are consumed by Indonesian people who are mostly Muslim.

scholarly journals PENGARUH PERSONAL SELLING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN LAPTOP PADA KONSUMEN

REPRESENTAMEN ◽  
2019 ◽  
Vol 5 (02) ◽  
Author(s):  
Steffy Andreani Kosim
Keyword(s):  
Correlation Analysis ◽  
Quantitative Method ◽  
Personal Selling ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Analysis Techniques ◽  
Simultaneous Influence

This research aims at determining (1) the influence of personal selling partially to purchase decision (2) the influence of sales promotion partially to purchase decision and (3) the influence of personal selling and sales promotion simultaneously to the decision of purchasing laptops on consumers of Pegasus Computer Tebing Tinggi. Personal selling and sales promotion are promotional tools that are part of the marketing mix that can support purchase decisions. This research was conducted by distributing questionnaires to 100 respondents who are consumers of Pegasus Computer Shop Tebing Tinggi. The method used for this research is quantitative method with correlation analysis techniques and multiple linear regression whereas for hypothesis testing is used coefficient of determination test (R2), t test and F test. The result shows that there is a partial and simultaneous influence between personal selling and sales promotion to purchase decision. Keywords:  Personal selling, sales promotion, purchase decision

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