Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/402
Title: Marketing mix and customer perception towards plastic furniture in Vavuniya district
Authors: Rajalingam, Udeshini
Pushpanathan, Ambalam
Keywords: Customer perception
Consumer preference
Marketing Mix
Plastic furniture
Issue Date: 6-Jul-2013
Publisher: South Eastern University of Sri lanka
Citation: Proceedings of the Third International Symposium 2013, pp. 25-31
Abstract: This study attempts to analyze the impact of marketing mix and buyer’s characteristics on consumer perception towards plastic furniture in Vavuniya District. The marketing mix variables such as Product, Price, Place and Promotion were considered as independent variable and consumer perception (Decision making process) was considered as dependent variable. This study utilized One hundred customers, based on divisional secretariats in Vavuniya district from four divisions on the basis of random sampling method. Data were analyzed by using the SPSS 17 Package and percentage analysis to measure to what extend the dimension of marketing mix influence on customer perception of plastic furniture.The overall result of this study indicated that there was a positive relationship observed between marketing mix and consumer perception (β =0.768. p<0.01 respectively) and 88 % of consumers agreed that the marketing mix was highly influence on the consumer perception towards plastic furniture in Vavuniya district
URI: http://ir.lib.seu.ac.lk/handle/123456789/402
ISSN: 9789556270426
Appears in Collections:3rd International Symposium - 2013

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