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Marketing mix and customer perception towards plastic furniture in Vavuniya district

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dc.contributor.author Rajalingam, Udeshini
dc.contributor.author Pushpanathan, Ambalam
dc.date.accessioned 2015-09-06T18:32:19Z
dc.date.available 2015-09-06T18:32:19Z
dc.date.issued 2013-07-06
dc.identifier.citation Proceedings of the Third International Symposium 2013, pp. 25-31
dc.identifier.issn 9789556270426
dc.identifier.uri http://ir.lib.seu.ac.lk/handle/123456789/402
dc.description.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 en_US
dc.language.iso en_US en_US
dc.publisher South Eastern University of Sri lanka en_US
dc.subject Customer perception en_US
dc.subject Consumer preference en_US
dc.subject Marketing Mix en_US
dc.subject Plastic furniture en_US
dc.title Marketing mix and customer perception towards plastic furniture in Vavuniya district en_US
dc.type Full paper en_US


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