IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v17y2025i1p396-407.html
   My bibliography  Save this article

Marketing Mix Strategies: A Key Factor in Influencing Consumers’ Purchase Intention of Harumanis Mango in Perlis

Author

Listed:
  • Nurul Amalia Mohd Mokhtar
  • Marlia Musa
  • Zulaiha Ahmad
  • Normardhiyah Roslan
  • Nur Illani Abd Razak

Abstract

This study examines the effect of the marketing mix (product, price, place, and promotion) on purchase intention and consumer purchasing decisions on Harumanis mango in Malaysia. The data in the study are quantitative using a primary data source. Data was collected using a convenience sampling method from April to June 2023. A set of questionnaires was distributed to the consumers who have experience in purchasing and eating Harumanis mango. A total of 310 respondents responded to the questionnaires, which were distributed online. The data was then filtered and proceeded to the data analysis. The results showed that the two elements, namely product and place, had a positive and significant effect on the purchase intention and purchasing decision of Harumanis, while the other two elements (price and promotion) were insignificant in influencing consumers’ intention to purchase Harumanis. Hence, the study recommends the government revise the ceiling price of Harumanis mango as the current market price of this mango is considered high, and an intensive promotional activity should be properly strategized to attract consumers to purchase Harumanis.

Suggested Citation

  • Nurul Amalia Mohd Mokhtar & Marlia Musa & Zulaiha Ahmad & Normardhiyah Roslan & Nur Illani Abd Razak, 2025. "Marketing Mix Strategies: A Key Factor in Influencing Consumers’ Purchase Intention of Harumanis Mango in Perlis," Information Management and Business Review, AMH International, vol. 17(1), pages 396-407.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:396-407
    DOI: 10.22610/imbr.v17i1(I).4341
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4341/2916
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4341
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v17i1(I).4341?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Michael Segun Ogunmuyiwa, 2022. "The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 8(1), pages 65-78, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:396-407. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.