The Effectiveness Of Marketing Mix Strategies On Fishmonger Sales at Pasar Bandar Tasek Raja

The research presented the effectiveness of marketing mix strategies on fishmonger sales in Pasar Bandar Tasek Raja. Pasar Bandar Tasek Raja is the newest and largest traditional market in Pasir Mas. The traditional market is the place that gathers sources of fresh food but also serves as the sources of employment for the local people. One of the employment opportunities in market is fishmongers. Fishmongers are the people who responsible in selling and handling fish in the market. Fishmongers are always associated poor life conditions. This research will mainly focus on the fishmongers in Pasar Bandar Tasek Raja. The low fish sales in Pasar Bandar Tasek Raja had resulted in lower income received by the fishmonger. Rather than that, the study also will analyse the marketing mix strategies that used in traditional market. Therefore, this objective of the research which conducted using qualitative research is to explore the factor that affects sales, marketing mix strategies, consumer behaviour and method of supply delivery adopted by the fishmongers in Pasar Bandar Tasek Raja. The data was collected through interviewing the fishmongers in Pasar Bandar Tasek Raja. The findings of the study help in identify the actual problems and challenges faced by fishmongers. The findings for the study showed that sales is affected by price, product, place, promotion, competition and weather. The marketing mix strategies that adopted by the fishmongers is pricing strategies and promotion strategies. For the behavior of customer in the market, they tend to be nice, fussy and price sensitive. Meanwhile for the methods of supply delivery used by the fishmongers are send by wholesaler and self pick up the supply.