Short answer
Designers and marketers must integrate price, product features, and promotional messaging cohesively to maximize consumer purchase intention.
- Field
- Innovation & Markets
- Source
- Jurnal Entrepreneur dan Entrepreneurship (2023)
- Method
- Quantitative Research
- Sample
- 112 participants
- Evidence
- Strong effect
Strategic adjustments to price, product, and promotion are critical drivers of consumer purchase intention within the dynamic food and beverage sector. This innovation & markets research insight is drawn from a 2023 study published in Jurnal Entrepreneur dan Entrepreneurship. Using Quantitative research with 112 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must integrate price, product features, and promotional messaging cohesively to maximize consumer purchase intention.
Marketing Mix Elements Significantly Drive Purchase Intention in the Competitive Beverage Market
Strategic adjustments to price, product, and promotion are critical drivers of consumer purchase intention within the dynamic food and beverage sector.
Jurnal Entrepreneur dan Entrepreneurship · 2023
Key Findings
- 01Price has a positive and significant effect on purchase intention.
- 02Promotion has a positive and significant effect on purchase intention.
- 03Product has a positive and significant effect on purchase intention.
Application
Design takeaway
Designers and marketers must integrate price, product features, and promotional messaging cohesively to maximize consumer purchase intention.
How to apply
When developing new products or refining existing ones, conduct market research to understand how consumers perceive the value of price, product attributes, and promotional offers.
Project actions
- 01Clearly define your target market before designing your marketing mix.
- 02Use statistical analysis to quantify the impact of your design choices on consumer behavior.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilized statistical analysis (Multiple Regression) for robust data interpretation.
- +Investigated multiple key marketing mix variables simultaneously.
Limitations
The sample size may not be representative of all potential consumers, and the study's geographical focus limits its applicability elsewhere.
Reliability & validity
Reliability could be assessed through test-retest of the questionnaire, while validity would be enhanced by comparing survey results with actual sales data or through expert review of the survey instrument's construct.
Think critically
How might cultural differences or regional economic conditions alter the relative importance of price, product, and promotion on purchase intention?
Design Principles
"The marketing mix (product, price, promotion) is a foundational framework for influencing consumer behavior and driving sales."
Understanding the interplay between marketing mix elements and consumer intent is fundamental for businesses aiming to thrive in competitive markets. This insight informs product development, pricing strategies, and promotional campaigns to effectively capture and retain customer interest.
What This Means for Your Design
For a drink shop, making sure the price is right, the drinks are good, and there are interesting deals all make people more likely to buy.
How to use in your project
- 1.Reference this study when analyzing the market viability of your design concept and justifying your marketing mix decisions.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the marketing mix, encompassing price, product, and promotion, significantly influences consumer purchase intention in competitive markets. For instance, a study on Taiwanese beverages found that each of these elements positively and significantly impacted buying decisions, highlighting the need for integrated strategies in product development and market entry.
Source
Jurnal Entrepreneur dan Entrepreneurship
The Effect of Price, Product, Promotion Towards Consumers’ Purchase Intention at T4U Indonesia, West Surabaya Branch
journal · 2023
View sourceQuestions About This Research
- What does the research say about marketing mix elements significantly drive purchase intention in the competitive beverage market?
- Designers and marketers must integrate price, product features, and promotional messaging cohesively to maximize consumer purchase intention. Evidence: Jurnal Entrepreneur dan Entrepreneurship (2023).
- Why does "Marketing Mix Elements Significantly Drive Purchase Intention in the Competitive Beverage Market" matter for design?
- Understanding the interplay between marketing mix elements and consumer intent is fundamental for businesses aiming to thrive in competitive markets. This insight informs product development, pricing strategies, and promotional campaigns to effectively capture and retain customer interest.
- How can designers apply this research?
- Designers and marketers must integrate price, product features, and promotional messaging cohesively to maximize consumer purchase intention.
- What were the main findings?
- Price has a positive and significant effect on purchase intention.. Promotion has a positive and significant effect on purchase intention.. Product has a positive and significant effect on purchase intention.
- What research method was used?
- Quantitative Research with 112 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Entrepreneur dan Entrepreneurship.
- What should I do differently in my next project?
- When developing new products or refining existing ones, conduct market research to understand how consumers perceive the value of price, product attributes, and promotional offers.
- What are the limitations?
- The study focused on a single branch and a specific product type, potentially limiting generalizability to other markets or product categories. The 'unknown' population for sampling might introduce bias.