The impact of 4Ps on Purchase Decision: A case of Apple in Hanoi, Vietnam
Keywords:
marketing mix, purchase decision, Apple Inc., Vietnam, quota sampling.Abstract
By using quantitative research methods and deductive reasoning, this research paper aims to address the importance of four marketing mix components (4Ps) on purchase decisions of customers of Apple Inc., by launching a survey in Hanoi, Vietnam, to generate primary data. The chosen sampling technique is quota sampling and several “quotas†were built. Descriptive analysis and hypothetical analysis (t-test, one-way ANOVA and Regression) using SPSS 20.0 are applied. Other implications of the research and limitations were also discussed below.References
Ahmed, P. K., Hardaker, G., Carpenter, M. (1996). Integrated flexibility - key to competition in a turbulent environment. Long range planning, 29(4), p. 562- 571.
Ahmetoglu, G., Fried, S., Dawes, J., Furnham, A. (2010). Pricing practices: their effects on consumer behavior and welfare. Report prepared for the Office of Fair Trading.
Azad, N., Roshan, A., Hozouri, S. (2014). An exploration study on influential factors on customer relationship management. Decision Science Letters, 3(1), p. 49-56.
Bennett, A. R. (1997). The Five Vs - A Buyer‘s Perspective of the Marketing Mix. Marketing Intelligence & Planning, 15(3), p. 151-156.
Bolton, R. N., Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer research, 17(4), p.375-384.
Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), p. 2-7.
Bulmberg, B., Cooper, D., Schindler, P. S. (2011). Business research methods. London: McGraw- Hill.
Burnes, B. (2005). Complexity theories and organizational change. International Journal of Management Reviews, 7(2), p. 73-90.
Chazin, S. (2013). The Secrets of Apple’s Retail Success. Retrieved from http://www.marketingapple.com/Apple_Retail_Success.pdf
Chimi, C. J., Russell, D. L. (2009). The Likert scale: A proposal for improvement using quasi-continuous variables. In Proc ISECON, 26, p. 1-10.
Chong, K. W. (2003). The Role of Pricing in Relationship Marketing - A Study of the Singapore Heavy Equipment Spare Parts Industry (PhD Dissertation). International Graduate School of Management, University of South Australia.
Crawford, I. M. (1997). Marketing research and information systems. Rome: Food and Agriculture Organization of the United Nations.
Cronin, J. J., Brady, M. K., Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), p. 193-218.
Culliton, J. W. (1948). The management of marketing costs. Boston: Division of Research, Graduate School of Business Administration, Harvard Univ.
Dillman, D. A. (2007) Mail and Internet Surveys: The Tailored Design Method (2nd ed.). Hoboken, NJ: Wiley.
Do, A. M. (2014). Vietnam is now Apple’s fastest growing market in the world. Retrieved from http://www.techinasia.com/vietnam-fastest-growth-in- vietnam/.
Dodds, W. B., Monroe, K. B., Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, p. 307-319.
Doherty, N., Delener, N. (2001). Chaos Theory: Marketing and Management Implications. Journal of Marketing Theory and Practice, 9(4), p. 66–75.
Dominici, G. (2009). From marketing mix to e-marketing mix: a literature overview and classification. International journal of business and management, 4(9), p. 17-24.
Engel, J. F., Blackwell, R. D., Miniard, P. W. (1993). Consumer Behavior (7th ed.). The Dryden Press.
Fadhillah, A. P. (2013). The analyze of product, price, promotion, and distribution towards customer buying decision. Diponegoro University Journal. Gilmore, J. H., Pine, B. J. (1997). The four faces of mass customization. Harvard business review, 75, p. 91-101.
Gschwend, T. (2005). Analyzing quota sample data and the peer-review process. French Politics, 3(1), p. 88-91.
Hill, P. (2004). Consumer Price Index Manual: Theory and Practice. International Labor Organization.
Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: New directions in theory and practice, 21, p. 21-71.
Im, E. O., Chee, W. (2011). Quota sampling in internet research: practical issues. Computers Informatics Nursing, 29(7), p. 381-385.
Kalyanam, K., McIntyre, S. (2002). The e-marketing mix: a contribution of the e-tailing wars. Journal of the academy of marketing science, 30(4), p. 487-499.
Kenesei, Z., Todd, S. (2003). The use of price in the purchase decision. Journal of empirical generalisations in marketing science, 8(1), p. 1-21.
Khan, F. U. (2015). Top ten best computer companies. Retrieved from http://www.fkteach.com/2015/03/top-ten-best-computer-companys.html
Kotler, P., Armstrong, G. (2012). Principles of Marketing (14 ed.). London: Pearson International
Kotler, P., Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson.
Linh, N. P. (2014). Apple's sales boom in communist Vietnam. Retrieved from http://www.reuters.com/article/2014/04/24/us-apple-vietnam- idUSBREA3N1DC20140424
Lolo, A., Irwinda, N. T. (2012). Pengaruh marketing mix terhadap keputusan konsumen yang menabung pad apt. bank mandiri (persero) tbk, cabang Makassar kartini (Doctoral dissertation). Hasanuddin University Journal.
Manjeshwar, S., Sternquist, B., Good, L. K. (2013). Decision making of retail buyers: perspectives from China and India. Qualitative Market Research: An International Journal, 16(1), p. 38-52.
McCarthy, E. J. (1964). Basic Marketing. IL: Richard D. Irwin.
McCarthy, E. J., Perreault Jr, W.D. (1987). Basic Marketing (9th ed.). Homewood, IL: Richard D. Irwin.
McCutcheon, E., Bruwer, J., Li, E. (2009). Region of origin and its importance among choice factors in the wine-buying decision making of consumers. International Journal of Wine Business Research, 21(3), p. 212-234.
Mellor, D., Moore, K. A. (2014). The use of Likert scales with children. Journal of pediatric psychology, 39(3), p. 369-379.
Muzondo, N., Mutandwa, E. (2011). The seven P‘s of marketing and choice of main grocery store in a hyper-inflationary economy. Contemporary Marketing Review, 1(9), p. 01-18.
Myers, N. D., Ahn, S., Jin, Y. (2013). Rotation to a partially specified target matrix in exploratory factor analysis: How many targets?. Structural Equation Modeling: A Multidisciplinary Journal, 20(1), p. 131-147.
Neha, S., Manoj, V. (2013). Impact of Sales Promotion Tools on Consumer‘s Purchase Decision towards White Good (Refrigerator) at Durg and Bhilai Region of CG, India. R. J of Management Science, 2(7), p. 10-14.
Nielson, S. (2014). Must-know: An investor's essential guide to Apple. Retrieved from http://marketrealist.com/2014/01/apple/
O‘Cass, A. (2000). An assessment of consumer’s product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21(5), p. 545-576.
Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and impulse purchasers. Advances in Consumer Research, 20(1), p.341-344.
Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. New York: Free Pass.
Rivera, J., Meulen, R. (2014). Gartner Says Sales of Smartphones Grew 20 Percent in Third Quarter of 2014. Retrieved from http://www.gartner.com/newsroom/id/2944819
Rosa Dıaz, I. M. (2001). La valoración y el conocimiento de los precios por la demanda (Unpublished doctoral dissertation). University of Seville, Seville.
Saunders, M., Lewis, P., Thornhill, A. (2009). Research methods for business students. Harlow: Prentice Hall.
Satit, R. P., Tat, H. H., Rasli, A., Chin, T. A., Sukati, I. (2012). The relationship between marketing mix and customer decision-making over travel agents: An empirical study. International Journal of Academic Research in Business and Social Sciences, 2(6), p. 522-530.
Schwartz, C. (2012). Apple Inc. Retrieved from University of Oregon Investment Group website: http://uoinvestmentgroup.org/wp- content/uploads/2012/11/AAPL.pdf
Shareef, M. A., Kumar, U., Kumar, V. (2008). Role of different electronic- commerce (EC) quality factors on purchase decision: a developing country perspective. Journal of Electronic Commerce Research, 9(2), p. 92-113.
Simon, H. (1989). Price Management. Amsterdam: Elsevier Science Publishers.
Tellis, G. J. (2006). Modeling the Marketing Mix. Handbook of Marketing Research (Rajiv Grover ed.), p. 506-522. Thousand Oaks: Sage Publications.
Vanhuele, M., Drèze, X. (2002). Measuring the price knowledge shoppers bring to the store. Journal of marketing, 66(4), p. 72-85.
Van Waterschoot, W. (2000). Chapter 9: The Marketing Mix as a Creator of Differentiation. In K. Blois (Ed.), The Oxford Textbook of Marketing. Oxford: Oxford University Press.
Yadav, N., Swami, S., Pal, P. (2006). High technology marketing: conceptualization and case study. Vikalpa, 31(2), p. 57.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 52, p. 2-22.
Zhafira, N. H., Andreti, J., Akmal, S. S., Kumar, S. (2013). The analysis of Product, Price, Place, Promotion and Service Quality on Customer‘s Buying Decision of Convenience Store: A survey of Young Adult in Bekasi, West Java, Indonesia. International Journal of Advances in Management and Economics, 2(6), 72-78.
