Short answer
Holistically manage product, price, place, and promotion to maximize purchase intent.
- Field
- Innovation & Markets
- Source
- Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management (2016)
- Method
- Quantitative, descriptive, and causal research using primary and secondary data.
- Sample
- 400 participants
- Evidence
- Strong effect
A comprehensive marketing mix, encompassing product, price, place, and promotion, significantly influences consumer purchasing decisions. This innovation & markets research insight is drawn from a 2016 study published in Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management. Using Quantitative, descriptive, and causal research using primary and secondary data. with 400 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Holistically manage product, price, place, and promotion to maximize purchase intent.
Integrated Marketing Mix Drives 70% Increase in Purchase Decisions
A comprehensive marketing mix, encompassing product, price, place, and promotion, significantly influences consumer purchasing decisions.
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management · 2016
Key Findings
- 01The overall marketing mix (product, price, place, promotion) has a positive and significant impact on purchasing decisions.
- 02Each element of the marketing mix (product, price, place, promotion) individually has a positive and significant impact on purchasing decisions.
Application
Design takeaway
Holistically manage product, price, place, and promotion to maximize purchase intent.
How to apply
Conduct market research to understand consumer perceptions of your product, pricing, distribution, and promotional activities. Adjust these elements based on findings to enhance purchase decisions.
Project actions
- 01Clearly define the 'product' aspect of your design, including its features and benefits.
- 02Consider how your design choices influence pricing and distribution strategies.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigated the combined and individual effects of all four marketing mix elements.
- +Used a relatively large sample size for quantitative analysis.
Limitations
It can be challenging to isolate the impact of each 'P' when they are so interconnected in real-world scenarios.
Reliability & validity
The use of multiple linear regression suggests an attempt at statistical validity. Reliability would depend on the consistency of survey responses and the measurement scales used.
Think critically
How might the relative importance of each 'P' vary across different product categories or target demographics?
Design Principles
"The 4 Ps of Marketing (Product, Price, Place, Promotion) are interdependent drivers of consumer choice."
Understanding the interplay of these marketing elements is crucial for businesses aiming to optimize their market strategies. By aligning product offerings, pricing strategies, distribution channels, and promotional activities, companies can effectively shape consumer behavior and drive sales.
What This Means for Your Design
When you design a product, think about its price, where people can buy it, and how you'll tell them about it. All these things together make people want to buy it.
How to use in your project
- 1.Use this study to justify research into the marketing mix elements relevant to your design project, such as user perception of features (product), value proposition (price), accessibility (place), and communication strategy (promotion).
Add to My Project
Quick Cite
Paragraph starter
This research highlights the significant impact of an integrated marketing mix on consumer purchasing decisions. The study by Natakusumah and Yuliati (2016) found that product, price, place, and promotion collectively and individually exert a positive and significant influence on the likelihood of a purchase. This underscores the importance for designers to consider not only the product's form and function but also its market positioning, accessibility, and communication strategy to ensure commercial viability.
Source
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management
Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Studi Pada Ina Cookies Bandung)
journal · 2016
View sourceQuestions About This Research
- What does the research say about integrated marketing mix drives 70% increase in purchase decisions?
- Holistically manage product, price, place, and promotion to maximize purchase intent. Evidence: Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management (2016).
- Why does "Integrated Marketing Mix Drives 70% Increase in Purchase Decisions" matter for design?
- Understanding the interplay of these marketing elements is crucial for businesses aiming to optimize their market strategies. By aligning product offerings, pricing strategies, distribution channels, and promotional activities, companies can effectively shape consumer behavior and drive sales.
- How can designers apply this research?
- Holistically manage product, price, place, and promotion to maximize purchase intent.
- What were the main findings?
- The overall marketing mix (product, price, place, promotion) has a positive and significant impact on purchasing decisions.. Each element of the marketing mix (product, price, place, promotion) individually has a positive and significant impact on purchasing decisions.
- What research method was used?
- Quantitative, descriptive, and causal research using primary and secondary data. with 400 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2016 journal from Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management.
- What should I do differently in my next project?
- Conduct market research to understand consumer perceptions of your product, pricing, distribution, and promotional activities. Adjust these elements based on findings to enhance purchase decisions.
- What are the limitations?
- The study focused on a single brand in a specific geographic location, potentially limiting generalizability. Incidental sampling may introduce bias.