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Published in:

Volume 8 Issue 1
January-2021
eISSN: 2349-5162

Unique Identifier

JETIR2101049

Page Number

361-369

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Title

THE IMPACT OF MARKETING MIX ON CONSUMER PURCHASE INTENTION IN THE TEXTILE INDUSTRY IN MALAYSIA

ISSN

2349-5162

Cite This Article

"THE IMPACT OF MARKETING MIX ON CONSUMER PURCHASE INTENTION IN THE TEXTILE INDUSTRY IN MALAYSIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 1, page no.361-369, January-2021, Available :http://www.jetir.org/papers/JETIR2101049.pdf

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Abstract

This paper aims to empirically investigate the impact of marketing mix on consumer purchase intention in Malaysia's Textile Industry. This study was conducted on a sample size of 150 respondents from textile customers in Kota Damansara, Selangor, Malaysia. Out of 150 respondents, 131 respondents responses properly, the response rate is 87.33 percent. Multiple regression analysis has been used in the study in estimating the relationship of the different marketing mix, i.e., product, price, place, and promotion strategies, with the consumer purchase intention. The analysis shows that 63.7% of the consumer purchase intention's variations explained by the different marketing mix strategies. The findings also represent that place and promotion strategies significantly affect consumer purchase intention in the Textile Industry in Malaysia. This research will be significant to the policymaker and academician to understand how the different marketing mix affects the consumer purchase intention in the Textile Industry in Malaysia.

Key Words

Marketing mix; consumer purchase intention, Textile Industry, Malaysia.

Cite This Article

"THE IMPACT OF MARKETING MIX ON CONSUMER PURCHASE INTENTION IN THE TEXTILE INDUSTRY IN MALAYSIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 1, page no. pp361-369, January-2021, Available at : http://www.jetir.org/papers/JETIR2101049.pdf

Publication Details

Published Paper ID: JETIR2101049
Registration ID: 304876
Published In: Volume 8 | Issue 1 | Year January-2021
DOI (Digital Object Identifier):
Page No: 361-369
ISSN Number: 2349-5162

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Cite This Article

"THE IMPACT OF MARKETING MIX ON CONSUMER PURCHASE INTENTION IN THE TEXTILE INDUSTRY IN MALAYSIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 1, page no. pp361-369, January-2021, Available at : http://www.jetir.org/papers/JETIR2101049.pdf




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