Short answer

Small food businesses should actively seek consumer feedback on all aspects of their marketing mix and strategically invest in digital promotion and physical store improvements to overcome competitive challenges.

Field: Innovation & Markets
Source: Jurnal Agrisep (2025)
Method: Survey and Descriptive Analysis
Sample: 40 participants
Evidence: Moderate effect

A comprehensive analysis of consumer perceptions of the 7Ps marketing mix, coupled with digital strategy integration, can significantly improve the market competitiveness of small food enterprises. This innovation & markets research insight is drawn from a 2025 study published in Jurnal Agrisep. Using Survey and descriptive analysis with 40 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Small food businesses should actively seek consumer feedback on all aspects of their marketing mix and strategically invest in digital promotion and physical store improvements to overcome competitive challenges.

Study

Innovation & MarketsNew This WeekModerate effect

Enhancing Chili Chip Market Share Through a Revitalized 7Ps Marketing Mix and Digital Strategy

A comprehensive analysis of consumer perceptions of the 7Ps marketing mix, coupled with digital strategy integration, can significantly improve the market competitiveness of small food enterprises.

Jurnal Agrisep · 2025

Key Findings

01Consumers perceived price, people, and process very positively.
02Consumers perceived product and place positively.
03Consumers rated physical evidence and promotion as average.
04Areas for enhancement include product quality/packaging, store accessibility, digital promotion, non-family staffing, and store layout.

Application

Design takeaway

How to apply

Conduct a similar 7Ps analysis for your own product or service, focusing on identifying specific consumer pain points and opportunities for digital integration.

Project actions

01Clearly define the 7Ps for your chosen product/service before starting your research.
02Use a Likert scale for survey questions to quantify consumer perceptions.

Method & Evidence

AimHow can a revised marketing mix, informed by consumer perception and digital concepts, revitalize a small chili chip enterprise and enhance its market competitiveness?

MethodSurvey and Descriptive Analysis

ProcedureThe study surveyed 40 participants to gather their perceptions of the 7Ps marketing mix (product, price, place, promotion, process, people, physical evidence) for Hj. Karmi's chili chips. Data was analyzed using Likert scales and gap analysis to identify areas needing improvement.

Sample40 participants

ContextSmall food enterprise marketing, agribusiness

Variables

IV["Marketing mix elements (product, price, place, promotion, process, people, physical evidence)","Digital strategy integration"]

DV["Consumer perception ratings","Market competitiveness","Brand awareness"]

CV["Type of product (chili chips)","Geographic location (Dumai City)","Size of enterprise (small)"]

Strengths & Limitations

Strengths

+Applies a well-established marketing framework (7Ps).
+Integrates consumer perception with practical recommendations.

Limitations

A small sample size may not accurately reflect the broader market's perceptions.

Reliability & validity

The use of a Likert scale provides quantitative data, enhancing reliability. However, the small sample size may limit the external validity of the findings.

Think critically

To what extent can a small enterprise effectively implement all recommended marketing mix improvements simultaneously, and what are the potential trade-offs?

Design Principles

"Continuous market sensing and adaptive marketing mix strategies are essential for sustained business growth."

For small and medium-sized enterprises (SMEs) operating in competitive markets, understanding how consumers perceive each element of the marketing mix is crucial. By identifying specific areas of strength and weakness, businesses can strategically allocate resources to marketing efforts, particularly leveraging digital channels for broader reach and engagement.

What This Means for Your Design

Even if customers like your product, they might not know about it or find it easy to buy. This study shows how to ask customers what they think about everything – the product, how much it costs, where they buy it, how you tell them about it, how it's made, the people involved, and the shop itself. Then, you can make it better, especially by using online tools to reach more people.

How to use in your project

1.Use the 7Ps framework to structure your analysis of a company's existing marketing strategy.
2.Incorporate consumer perception data to justify proposed design solutions for marketing improvements.

Add to My Project

Quick Cite

Paragraph starter

This research highlights the importance of a holistic marketing mix analysis, examining consumer perceptions across the 7Ps (product, price, place, promotion, process, people, physical evidence). By identifying specific areas of consumer satisfaction and dissatisfaction, such as average ratings for physical evidence and promotion in the case of Hj. Karmi's chili chips, businesses can develop targeted strategies. The integration of digital concepts, as suggested for enhancing promotion, is crucial for increasing market reach and competitiveness, demonstrating a clear link between market research and actionable design improvements.

Source

Jurnal Agrisep

Redesign Marketing Mix in Hj Karmi's Chili Chips Based on Consumer Perception and Digital Concept

journal · 2025

View source

Questions About This Research

What does the research say about enhancing chili chip market share through a revitalized 7ps marketing mix and digital strategy?: Small food businesses should actively seek consumer feedback on all aspects of their marketing mix and strategically invest in digital promotion and physical store improvements to overcome competitive challenges. Evidence: Jurnal Agrisep (2025).
Why does "Enhancing Chili Chip Market Share Through a Revitalized 7Ps Marketing Mix and Digital Strategy" matter for design?: For small and medium-sized enterprises (SMEs) operating in competitive markets, understanding how consumers perceive each element of the marketing mix is crucial. By identifying specific areas of strength and weakness, businesses can strategically allocate resources to marketing efforts, particularly leveraging digital channels for broader reach and engagement.
How can designers apply this research?: Small food businesses should actively seek consumer feedback on all aspects of their marketing mix and strategically invest in digital promotion and physical store improvements to overcome competitive challenges.
What were the main findings?: Consumers perceived price, people, and process very positively.. Consumers perceived product and place positively.. Consumers rated physical evidence and promotion as average.. Areas for enhancement include product quality/packaging, store accessibility, digital promotion, non-family staffing, and store layout.
What research method was used?: Survey and Descriptive Analysis with 40 participants.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2025 journal from Jurnal Agrisep.
What should I do differently in my next project?: Conduct a similar 7Ps analysis for your own product or service, focusing on identifying specific consumer pain points and opportunities for digital integration.
What are the limitations?: The study's findings are based on a small sample size and may not be generalizable to all consumer segments or geographic locations.