The influence of 4P marketing on housewives’ spending patterns in Malaysia

• Main Authors: Norimah Rambeli, Ramli, Dyg Affizah, Awg Marikan, Noor Al Huda, Abdul Karim, Emilda, Hashim, Asmawi, Hashim
• Format: E-Article
• Language: English
• Published: Geografia: International Journal of Development, Society and Environment 2015
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/17899/1/The%20influence%20of%204P%20marketing%20on%20housewives%E2%80%99%20spending%20patterns%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/17899/; http://ejournals.ukm.my/gmjss/article/view/18794/6024
• Institution: Universiti Malaysia Sarawak

The main focus of this study is to examine the demographic and psychological factors which influenced the spending patterns of housewives in Malaysia with special emphasis on the role of the 4P (product, price, promotion, place) marketing. Based on the factors, a total of 31 problem statements rel...