To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu
The paper assesses the significance of the 7p’s of marketing in influencing consumer selection of shopping center among consumer in Melaka Tengah. Research objective for this study is to define the significant relationship between independent variables (product, price, place, promotion, people, proc...
| Main Authors: | , |
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| Format: | Student Project |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/31403/ |
| _version_ | 1848807749252546560 |
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| author | George, Stephanie Unyang Lambu, Suliza |
| author_facet | George, Stephanie Unyang Lambu, Suliza |
| author_sort | George, Stephanie Unyang |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The paper assesses the significance of the 7p’s of marketing in influencing consumer selection of shopping center among consumer in Melaka Tengah. Research objective for this study is to define the significant relationship between independent variables (product, price, place, promotion, people, process and physical evidence) and dependent variable (customer selection of shopping center) and also to determine the most factors that highly influence consumer selection of shopping centers in Melaka Tengah. Data was gathered from a convenience sampling with 100 respondents using a questionnaire informed by 35-items construct based on the 7p’s of marketing amongst the consumer in Melaka Tengah. Descriptive analysis, coefficient correlation analysis and regression analysis were employed to analyze the data by using Statistical Package for Social Science (SPSS) 20 version. The result shows that all of the 7p’s of marketing has significant relationship with customer choice of shopping center in Melaka Tengah. However, among the 7p’s marketing, product is the most factors that highly influence consumer selection of shopping centers in Melaka Tengah. |
| first_indexed | 2025-11-14T22:47:46Z |
| format | Student Project |
| id | uitm-31403 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:47:46Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-314032020-09-10T06:20:21Z https://ir.uitm.edu.my/id/eprint/31403/ To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu George, Stephanie Unyang Lambu, Suliza Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Shopping centers. Shopping malls The paper assesses the significance of the 7p’s of marketing in influencing consumer selection of shopping center among consumer in Melaka Tengah. Research objective for this study is to define the significant relationship between independent variables (product, price, place, promotion, people, process and physical evidence) and dependent variable (customer selection of shopping center) and also to determine the most factors that highly influence consumer selection of shopping centers in Melaka Tengah. Data was gathered from a convenience sampling with 100 respondents using a questionnaire informed by 35-items construct based on the 7p’s of marketing amongst the consumer in Melaka Tengah. Descriptive analysis, coefficient correlation analysis and regression analysis were employed to analyze the data by using Statistical Package for Social Science (SPSS) 20 version. The result shows that all of the 7p’s of marketing has significant relationship with customer choice of shopping center in Melaka Tengah. However, among the 7p’s marketing, product is the most factors that highly influence consumer selection of shopping centers in Melaka Tengah. 2014 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/31403/1/31403.pdf George, Stephanie Unyang and Lambu, Suliza (2014) To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu. (2014) [Student Project] <http://terminalib.uitm.edu.my/31403.pdf> (Unpublished) |
| spellingShingle | Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Shopping centers. Shopping malls George, Stephanie Unyang Lambu, Suliza To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title | To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title_full | To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title_fullStr | To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title_full_unstemmed | To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title_short | To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu |
| title_sort | to investigate the significance of marketing mix (7p’s) that influences the consumer selection of shopping centers in melaka tengah / stephanie unyang george and suliza lambu |
| topic | Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Shopping centers. Shopping malls |
| url | https://ir.uitm.edu.my/id/eprint/31403/ |