Marketing Mix Factors Influencing Purchasing Decisions of Consumers in Seacon Square Shopping Mall

Abstract

This research aims to study the marketing mix factors that influence consumers’ purchasing decisions and to compare the marketing mix factors that influence purchasing decisions of consumers in the Seacon Square shopping mall. It was found that the marketing mix factors that influence the buying decisions of customers in the Seacon Square shopping mall were at the high level in every criteria. The product factor was at the highest level. The following are the distribution channel, promotion, marketing and pricing respectively. A comparative study of the marketing mix factors that influence consumers’ purchasing decisions by the nature of personal information showed that customers having different age and status had different marketing mix factors in the purchasing decision statistically at the 0.05 level.But the customers with different gender, educational level, occupation, and average revenue per month had indifferent factors that affect the marketing mix decisions statistically at 0.05.