Natural healthcare product marketing mix attributes purchasing decision making behaviour / Viviana Lenna Igai

The purpose of this study is to investigate the relationship between natural healthcare product marketing mix attributes purchasing decision making behaviour which include purchasing intention. This study is to identify the items of natural healthcare product marketing mix attributes and the rank of importance for natural healthcare product marketing mix attributes towards purchasing intention. The data is collected through self-administered questionnaire which have 150 respondents of selected students in UiTM Samarahan, Sarawak. The finding revealed that there is a strong relationship between natural healthcare product marketing mix attributes and purchasing intention but an opposite for purchasing decision making behaviour. Based on the results, it can be said that the distribution of natural healthcare product is the most important item among the other items of marketing mix attributes.