The role of service marketing mix attributes（7P）towards Malaysian consumers’ purchase decision for lifestyle store

Teh, Zi Ying and Chan, Soo Yee (2025) The role of service marketing mix attributes（7P）towards Malaysian consumers’ purchase decision for lifestyle store. Final Year Project, UTAR.

PDF Download (1721Kb)

Abstract

The study aims to investigate the role that attributes of the service marketing mix (7Ps) play in shaping the purchasing decisions of Malaysian consumers in lifestyle stores. With the phenomenal speed of growth that has taken place in retailing lifestyle products, particularly in skincare, it is imperative to know what really drives consumers’ purchase decision in a competitive retail environment. The research design is quantitative in nature and collected from 384 Malaysian respondents. Data were collected using a structured survey instrument targeting Malaysian consumers who are active in purchasing lifestyle-related products. The data were analysed using descriptive and inferential statistical analytical methods to determine the relationships between the service marketing mix attributes and purchase decisions. Findings prove that all seven dimensions greatly affect purchase decisions made by consumers. It supports the significance of 7Ps in the lifestyle retail context which indicates that consumer purchase decision is affected. In this context, the study brings value to the academic domain by bringing the 7Ps into Malaysian consumer research, while at the same time offering practical implications to lifestyle retailers from the results, which emphasize that adopting a more integrated marketing approach has become very important as a means to enhance consumer satisfaction, and overall competitiveness in the ever-changing retail environment. Keyword: service marketing mix(7Ps); consumer purchase decision; lifestyle stores; Malaysian consumers; skincare product Subject Area: HF5410-5417.5 Marketing. Distribution of products

Actions (login required)