The Impact of 4P’s of Marketing on Student’s purchase decision: A case of Kodai.my

Abstract

The actions of producers in a marketing plan are influenced by the quick and dynamic commercial growth environment. Today, it is crucial for retail managers to comprehend and anticipate how various consumer kinds would act while acquiring various goods and services to meet their wants. As a result, in order to gain a competitive edge in the market, a number of retailers have concentrated on forming positive consumer perceptions of their brands in an effort to sway consumers' purchasing decisions (Shamsher, 2015). There are numerous strategies for advertising a firm using the marketing mix. To meet the wants and expectations of the customers, the marketing strategy is therefore linked to the products, prices, promotions, and location. Consequently, the goal of this study is to evaluate the 4Ps of marketing at Kodai.my (Retail Simulation Store). The study's specific goal is to evaluate the students at Polytechnic Nilai's levels of product, price, promotion, place, and buying choice. Additionally, correlation research is conducted to see if there is a connection between Kodai.my purchase decisions made by students and factors such as product, price, promotion, and location. In this study, data were gathered using a questionnaire as part of a survey approach and a quantitative research design. 120 students in all took part in the study. The conceptual study frameworks of product, pricing, promotion, and place make up the independent variables. The dependent variable is the consumer's choice. The results show that generally the 4Ps of the marketing mix may influence their choice of product. Considering the outcomes of this, some recommendations have been suggested to improve on the part that they are weak on so that it becomes better in future.