Consumer intention to shop at Golden Dragon City Supermarket / Lencydelyn Biki
In 2008, Golden Dragon City Supermarket was established and located in the Putatan area. The existence of the store act as to provide the household product for consumers' with applied the marketing mix strategies for creates the consumers intention to shop at Golden Dragon City Supermarket. How...
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| Main Author: | |
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| Format: | Student Project |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/68402/1/68402.pdf https://ir.uitm.edu.my/id/eprint/68402/ |
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| Summary: | In 2008, Golden Dragon City Supermarket was established and located in the Putatan area. The existence of the store act as to provide the household product for consumers' with applied the marketing mix strategies for creates the consumers intention to shop at Golden Dragon City Supermarket. However, the store have to face the fierce competition with others store such as CnF Marketing, Giant Hypermarket, Servay Hypermarket and so on. The reason is because they also applied the similar marketing mix strategies (Ps) and it give a big challenges to Golden Dragon City Supermarket for gaining consumers' intention to shop and thus on maintaining to prosper growth of the store than others store. Therefore, the purpose of this study is to investigate the relationship between the marketing mix Ps (product, price, promotion and personnel or staffs) and the consumers' intention to shop at the Golden Dragon City Supermarket. The determinant of the marketing mix towards consumers' intention to shop at the store as to provide a prosper growth of the store continuously even though they already applied the marketing mix as their strategies. The analysis is carried out over four weeks by distributed the questionnaire to 155 of consumers' that shop at the store which 150 is usable and others 5 questionnaires are not usable. The findings reveal that price is the most positive influence on create the consumers intention to shop at the store. Therefore, the findings help further study on conduct the research at other branch with similar research paper. Last but not least, the findings are expected to help the business owners on maintaining their strength by improve the way on apply the marketing mix at the store. |
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