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Relationship Between Marketing Mix Strategy And Consumer Motive: An Empirical Study In Major Tesco Stores

Munusamy, Jayaraman, and Wong, Chee Hoo, (2008) Relationship Between Marketing Mix Strategy And Consumer Motive: An Empirical Study In Major Tesco Stores. UniTAR e-Journal, 4 (2). pp. 41-56. ISSN 1511-7219

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Official URL: http://ejournal.unitar.edu.my/images/articles/relationship_jayaraman.pdf

Affiliations

University of Tun Abdul Razak, Faculty of Business Administration
See Hua Marketing Sdn Bhd

Abstract

This paper investigates the relationship between Marketing Mix Strategy and Consumer Motives at major TESCO stores in Malaysia. A quantitative approach was used and the survey was conducted at TESCO stores in Puchong, Klang, and Mutiara Damansara in the Klang Valley. Previously, there has been no empirical research on private labeled fast-moving consumer products in Malaysia. Hence, this research is the first of its kind. A simple regression analysis was conducted to test the relationship between the 4P’s and consumer motives. The findings show that only the pricing strategy has a positive impact on consumer motives, while the promotion strategy has a significant negative impact on consumer motives. The product and place strategies do not influence consumer motives. These findings suggest that consumers do not look for product characteristics and store location when buying TESCO’s private labeled fast-moving consumer products. Consumers are motivated to purchase TESCO private labeled fast-moving consumer products solely based on the low pricing strategy. The implication is that all TESCO stores in Malaysia should focus their efforts on “Everyday Low-Pricing” when it comes to selling privatelabeled fast-moving consumer products.

Item Type:Journal
Keywords:Consumer Motives, Marketing Mix, Private Label, National Brand, Retailing, Malaysian Retailers Association
Subjects:H Social Sciences, Economics, Sociology
ID Code:8079

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