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

Igai, Viviana Lenna (2016) Natural healthcare product marketing mix attributes purchasing decision making behaviour / Viviana Lenna Igai. [Student Project] (Unpublished)

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Abstract

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.

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Item Type: Student Project
Creators:
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Igai, Viviana Lenna
2013739167
Subjects: H Social Sciences > HC Economic History and Conditions > Consumers. Consumer demand. Consumption
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration With Honours (Marketing)
Item ID: 43720
Uncontrolled Keywords: healthcare product, Purchasing Decision, Behaviou
URI: https://ir.uitm.edu.my/id/eprint/43720

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