MARKETING MIX INFLUENCES THE PURCHASING DECISIONS OF CHINESE CONSUMERS FOR GUILING NOODLES IN GUANGXI, CHINA
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Abstract
This study had the objectives to study 1) To study the opinions level regarding the marketing mix and purchasing decisions of Guilin noodles among consumers in Guangxi, China. 2) To study the marketing mix that affects consumers' purchasing decisions for Guilin noodles in Guangxi, China. It is a quantitative research using of consumers in Guangxi as the sample group totaled 385 persons. The tool used was a questionnaire using the statistics and data analysis of frequencies, percentage, standard deviations and Multiple Regression Analysis Enter Type.
The results of the study found 1) The opinions level regarding the marketing mix and purchasing decisions of Guilin noodles among consumers in Guangxi , China was at the price factor has highest level followed by product, promotion and direct marketing channel was at the level high 2) The marketing mix that affects consumers' purchasing decisions for Guilin noodles in Guangxi Province, China of product, promotion and direct marketing channel at the statistically significance level of 0.05. As for the price factor does not affect the decision to purchase Guilin noodles.
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