Marketing mix: a case study of the key success factors for honda new jazz
The purpose of this thesis is to study the major factors that influence consumers in purchasing Honda New Jazz, by investigating the implementation of marketing mix in increasing the sales volume of Honda New Jazz. The research in this thesis had been conducted by providng questionnaire to 30 respondents who own Honda New Jazz, primarily to find out what factors had influenced them in purchasing Honda New Jazz and how the implementation of marketing mix by the producer of Honda New Jazz had enticed their purchase decision.rnrnThe research demonstrates the existence of a high and strong influence between the entire elements of marketing mix against the consumer purchasing decision, and that the most dominant influence is contributed by promotion element, where the respondents agree that promotion is the important thing in enhancing the purchasing decision, particularly because the market of compact sedan in the automotive industry in Jakarta is very competitive.
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