The marketing mix and it’s influence towards consumer decision making

Marketing Mix (4P) composed of Product, Price, Promotion and Place is a set of tools that should be coherently designated to achieve a company's goals. In order to create brand equity and customer loyalty, any manufacturing or service company should manage and shape product, place, and price and promotion strategies. To create competitive advantage, the relationships between the components of Marketing Mix should be analyzed in detail. The main objectives of this research to find out whether the factor of marketing mix will be influence or not to consumer decision making. A total 200 questionnaires were distributed to University Malaysia Kelantan students as representative of the respondent. Data collected was analyzed using Statical Package for Social Science (SPSS) version 18.0. Findings show the all factor in marketing mix have influence to consumer decision making which is the price, quality of product, promotion and place. Discussion on findings, conclusion and limitations of study are also included in the report.