Abstract:
The main objective of the study is focused on investigating how marketing
mix elements affect consumer purchasing decision. Other objectives include to
examine the attitude of consumer purchasing decision based on product, to examine
the attitude of consumer purchasing decision based on price, to investigate the
attitude of consumer purchasing decision based on promotional activities and to
examine the attitude of consumer purchasing decision as regards place and
distribution actions. The research population was Oyo State while the research
sample was 384. The study adopted a convenient research sampling technique. The
study made use of questionnaire for data collection and two different scales were
adopted for the study. The scales include Mittal Consumer Purchase Decision scale
and Malau Hamman 4p marketing mix assessment scale. The study has six sections.
The questionnaire will adopt a five points Likert scale from section two to section six
and the scale will range from Strongly disagree, disagree, neutral, agree and strongly
agree. The questionnaire will be distributed electronically with the use of Google
Online form survey tool. For scale reliability, Cronbach Alpha reliability test will be
conducted while Pearson Moment Correlation analysis will be carried out for scale
validity. The study made use of multiple regression analysis to test the research
hypotheses. The result of the study shows that the four hypotheses were accepted.
The result shows that product strategies, price strategies, place and promotion
strategies all have positive relationship and impact on consumer purchasing decision.
Based on the result of the study, the various marketing mix elements have been
found to affect the ability of customers to purchase soda. Organizations must invest
in the different strategies to help in the improvement of sales, market performance
and gaining market share based on the market segment. Marketers must carry out
detailed research on customer needs and develop products based on the needs of
customers. The product must be a reflection of the society and location. For future
studies, the promotional mix should be expanded based on the different promotional
strategies which can be adopted based on their impact on consumer purchasing
decision. The studies can focus on the impact advertisements, personal selling, sales
promotion, public relations and publicity consumer purchasing decisions.
