The Influences of marketing mix strategy and consumer attitude toward purchase intention (a case study of Brand (X)' ice cream in BSD City)

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The Influences of marketing mix strategy and consumer attitude toward purchase intention (a case study of Brand (X)' ice cream in BSD City)

Purwoko, Anthony Hans - Personal Name; Arnaya, Ketut - Personal Name; Pasasa, Linus - Personal Name;

The research is analyzing the influence of marketing mix and consumer attitude toward purchase intention. The purpose of this research is to analyze the most significant factor in Marketing Mix Strategy toward brand (X)?s ice cream. Analyze the most significant factor in Consumer Attitude toward brand (X)?s ice cream. And to analyze the most significant factor between Marketing Mix Strategy and Consumer Attitude towards Purchase Intention of brand (X)?s ice cream. The result shows that promotion found to be the most significant factor in marketing mix strategy toward brand (X)?s ice cream (64%). The second result found that cognitive is the most significant factor in consumer attitude towards brand (X)?s ice cream (81%). And consumer attitude is the most significant factor between marketing mix strategy and consumer attitude towards purchase intention of brand (X)?s ice cream (67.24%).rnrnNOTES: CD not available

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B01398 (wh) Available

Detail Information

Series Title: -
Call Number: 1398
Publisher: : Swiss German University., 2013
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): IBA
Specific Detail Info: -
Statement of Responsibility: -

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