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
