Marketing Mix Variables On Consumers Brand Preference Of Tooth Paste (A Study Of Selected Supermarkets In Umuahia, Abia State)
ABSTRACT
Marketing mix influences on consumers
is an important factor in planning of all marketing activities. The marketing
mix consists of four controllable variables (4ps) ie (Product, Price, Promotion
and Physical distribution). The aim of this study is to identify how these
variables influences consumers towards buying decision. Primary and secondary
data were used in the process. Primary data were obtained by administration of
questionnaire, unstructured interview were also used to get information from
the dealers and consumers of toothpaste in Umuahia. Textbooks and other
publications were also used to aid secondary data. The problems as stated was
to know if product attributes influence consumers brand choice, if prices of
toothpaste influence buying decision of consumers, if promotional activities
influence S consumers buying decision and if distribution network influence
consumers buying decision too. The statically tools used in this study are
percentages (%), correlation coefficient (r) and t-test. Computation and
analysis of variance (ANOVA) were used to answer research questions and test
hypothesized.
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OKERULU, . (2021). Marketing Mix Variables On Consumers Brand Preference Of Tooth Paste (A Study Of Selected Supermarkets In Umuahia, Abia State) . Mouau.afribary.org: Retrieved Apr 20, 2025, from https://repository.mouau.edu.ng/work/view/marketing-mix-variables-on-consumers-brand-preference-of-tooth-paste-a-study-of-selected-supermarkets-in-umuahia-abia-state-7-2
.O., OKERULU. "Marketing Mix Variables On Consumers Brand Preference Of Tooth Paste (A Study Of Selected Supermarkets In Umuahia, Abia State) " Mouau.afribary.org. Mouau.afribary.org, 08 Jul. 2021, https://repository.mouau.edu.ng/work/view/marketing-mix-variables-on-consumers-brand-preference-of-tooth-paste-a-study-of-selected-supermarkets-in-umuahia-abia-state-7-2. Accessed 20 Apr. 2025.
.O., OKERULU. "Marketing Mix Variables On Consumers Brand Preference Of Tooth Paste (A Study Of Selected Supermarkets In Umuahia, Abia State) ". Mouau.afribary.org, Mouau.afribary.org, 08 Jul. 2021. Web. 20 Apr. 2025. < https://repository.mouau.edu.ng/work/view/marketing-mix-variables-on-consumers-brand-preference-of-tooth-paste-a-study-of-selected-supermarkets-in-umuahia-abia-state-7-2 >.
.O., OKERULU. "Marketing Mix Variables On Consumers Brand Preference Of Tooth Paste (A Study Of Selected Supermarkets In Umuahia, Abia State) " Mouau.afribary.org (2021). Accessed 20 Apr. 2025. https://repository.mouau.edu.ng/work/view/marketing-mix-variables-on-consumers-brand-preference-of-tooth-paste-a-study-of-selected-supermarkets-in-umuahia-abia-state-7-2