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

Author

Listed:
  • Jalal Rajeh Hanaysha

    (School of Business, Skyline University College, Sharjah, UAE)

  • Mohammed Emad Al Shaikh

    (College of Business Administration, Imam Abdulrahman Bin Faisal University, Dmmam, Saudi Arabia)

  • Haitham M. Alzoubi

    (School of Business, Skyline University College, Sharjah, UAE)

Abstract

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.

Suggested Citation

  • Jalal Rajeh Hanaysha & Mohammed Emad Al Shaikh & Haitham M. Alzoubi, 2021. "Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 12(6), pages 56-72, November.
    • Handle: RePEc:igg:jssmet:v:12:y:2021:i:6:p:56-72
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    Cited by:

    1. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

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