Publication Date: 2023/12/07
Abstract: The objectives of this research were: (1) To study personal factor affecting the marketing mix. This research is quantitative research. (2) to study opinions about the factor marketing mix factors in purchasing decision household appliances in Chengdu city. The sample size for this study is 438 people. Simple sampling was used. The tool for collecting data is a questionnaire. Statistics used in the analysis include percentages, standard deviations, T-Test, F-Test, and analysis of variance. The results of the study found that (1) Demographic characteristics affect consumers' decision to purchase household appliances. Among the demographic factors gender differences educational level differences income difference Differences in housing types and differences in the number of family members It has a significant impact on the results of marketing promotions. These findings help organizations Carry out market classification management Different advertising investments Market segmentation and price manipulation policy and increase market density market effectiveness and market capabilities. (2) factors in the marketing mix that influence the decision to purchase electrical appliances of consumers in Chengdu. It is a factor that has strong consensus among consumers covering all 7P's. Comparatively, Product factor ranks the top influencing factor and Price factor ranked the second, and the third is Promotion, while Process, People, Place and Physical Evidence are the fourth, the fifth, sixth and seventh respectively. In more detail, zero installment payment in Promotion is regarded most important to consumers, and the certification standard in Products is the top second concern to buyers.
Keywords: Affecting Factors, Consumer's Decision, Purchasing Household Appliances, Chengdu City.
DOI: https://doi.org/10.5281/zenodo.10282534
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23NOV2278.pdf
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