[9] MARKETING MIX AND PURCHASE INTENTION IN THE HOME APPLIANCES SECTOR IN RAMANAGARAM

How to Cite the Article: Shashikanth M (2026). Marketing Mix and Purchase Intention in the Home Appliances Sector in RAMANAGARAM. International Journal of Multidisciplinary Research & Review, 5(s2). 81-85.

Authors

  • Shashikanth M Assistant Professor, Sri Kuvempu Maha vidhyalaya First Grade College, Kengal, Channapatna, India.

Abstract

This research investigates the factors influencing purchase decisions for home appliances, with a specific focus on the impact of the 4Ps of marketing mix— product, price, place, and promotion—on purchase intention. A sample of 234 respondents, all of productive age, residents of West Java, and earning a fixed income, participated in the study. Data were analyzed using SEM-PLS, revealing that product, price, and promotion significantly affect purchase intentions, while place does not. The findings suggest that companies should concentrate on these three elements when formulating strategies to bolster market competitiveness.

Keywords:

Marketing Mix, Purchase Intention, Home Appliances, SEM-PLS

Author Biography

Shashikanth M, Assistant Professor, Sri Kuvempu Maha vidhyalaya First Grade College, Kengal, Channapatna, India.

 

 

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