The impact of marketing mix elements on consumer preference towards supplement product among UUM students

The impact of marketing mix elements on consumer preference towards supplement product among UUM students

Nowadays, we can see the entrepreneurs of supplements and cosmetics are also expanding rapidly. Various traditional plant commercialized and adapted to market needs. Supplement product marketing activities in Malaysia showed significant growth over the past few decades. This strong growth has led to...

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Main Author: Maisarah, Masri
Format: Thesis
Language:eng
eng
Published: 2016
Subjects:
HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/6437/1/s818172_01.pdf
https://etd.uum.edu.my/6437/2/s818172_02.pdf
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id my-uum-etd.6437
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Sulaiman, Yaty
topic HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
spellingShingle HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
Maisarah, Masri
The impact of marketing mix elements on consumer preference towards supplement product among UUM students
description Nowadays, we can see the entrepreneurs of supplements and cosmetics are also expanding rapidly. Various traditional plant commercialized and adapted to market needs. Supplement product marketing activities in Malaysia showed significant growth over the past few decades. This strong growth has led to questions about the true potential of marketing to further improve the reliability of the product on the consumer preferences of supplements among university students. Therefore, this study aimed to study the relationship between the consumer preferences with the marketing mix (product, price, promotion and distribution) towards supplement products. Research conducted at Universiti Utara Malaysia (UUM) and sample size in this study is 397 samples. The study used SPSS 22.0 to analyze the data. The methodology used in this research is method descriptive and inferential statistical analysis that involves the use of frequencies and percentages for analyzing the demographics of respondents, independent t-test samples, test the connection one-way ANOVA, Pearson correlation analysis and multiple regression analysis. Overall findings based on the analysis of the Pearson correlation test found the analysis shows the three hypotheses were supported and all independent variables named product, promotion and place distribution, is significant, while the hypothetical price is not significantly associated with elections with consumer to purchase the supplement products. The next discussion is provided in this study.
format Thesis
qualification_name masters
qualification_level Master's degree
author Maisarah, Masri
author_facet Maisarah, Masri
author_sort Maisarah, Masri
title The impact of marketing mix elements on consumer preference towards supplement product among UUM students
title_short The impact of marketing mix elements on consumer preference towards supplement product among UUM students
title_full The impact of marketing mix elements on consumer preference towards supplement product among UUM students
title_fullStr The impact of marketing mix elements on consumer preference towards supplement product among UUM students
title_full_unstemmed The impact of marketing mix elements on consumer preference towards supplement product among UUM students
title_sort impact of marketing mix elements on consumer preference towards supplement product among uum students
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2016
url https://etd.uum.edu.my/6437/1/s818172_01.pdf
https://etd.uum.edu.my/6437/2/s818172_02.pdf
_version_ 1747828077225836544
spelling my-uum-etd.64372021-04-06T06:20:00Z The impact of marketing mix elements on consumer preference towards supplement product among UUM students 2016 Maisarah, Masri Sulaiman, Yaty School of Business Management School of Business Management HB615-715 Entrepreneurship. Risk and uncertainty. Property HF5415.33 Consumer Behavior. Nowadays, we can see the entrepreneurs of supplements and cosmetics are also expanding rapidly. Various traditional plant commercialized and adapted to market needs. Supplement product marketing activities in Malaysia showed significant growth over the past few decades. This strong growth has led to questions about the true potential of marketing to further improve the reliability of the product on the consumer preferences of supplements among university students. Therefore, this study aimed to study the relationship between the consumer preferences with the marketing mix (product, price, promotion and distribution) towards supplement products. Research conducted at Universiti Utara Malaysia (UUM) and sample size in this study is 397 samples. The study used SPSS 22.0 to analyze the data. The methodology used in this research is method descriptive and inferential statistical analysis that involves the use of frequencies and percentages for analyzing the demographics of respondents, independent t-test samples, test the connection one-way ANOVA, Pearson correlation analysis and multiple regression analysis. Overall findings based on the analysis of the Pearson correlation test found the analysis shows the three hypotheses were supported and all independent variables named product, promotion and place distribution, is significant, while the hypothetical price is not significantly associated with elections with consumer to purchase the supplement products. The next discussion is provided in this study. 2016 Thesis https://etd.uum.edu.my/6437/ https://etd.uum.edu.my/6437/1/s818172_01.pdf text eng public https://etd.uum.edu.my/6437/2/s818172_02.pdf text eng public masters masters Universiti Utara Malaysia Ab Halim, M. & A. Ahmad, (2012). The possibility of uniformity on halal standards in Organization of Islamic Countries (OIC) country. 17 World Applied Science Journal: 6. Anantha, R. A. A. (2012). The effect of marketing mix and customer perception on brand loyalty. IOSR Journal of Business and Management, 4(2), 01–11, 6–10. Akgam, H. A. (2013). Study of customer satisfaction in the banking sector in Libya. Alvaro. G. M, Oscar. G. B, and Mercedes. M. P (2016). Influence of Customer Quality Perception on the Effectiveness of Comemercial Stimuli for Electronic Products: Front Psychol (7). Arifin, S. (2010). Pengaruh celebrity endorser ridho rhoma dan rhoma irama terhadap minat membeli kartu As. Armstrong, P. K. (2000). 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