A COMPARISON STUDY ON THE MARKETING MIX IMPACTS ON CONSUMER BEHAVIOUR IN VCD PALYER INDUSTRY IN MALAYSIA AND CHINA (JVC IN MALAYSIA AND CHINA)
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ABSTRACT
The objective of this thesis are to identify the similaries and differences of the consumer behaviour towards to purchase VCD players in Malaysia and China, and how the marketing mix (4 Ps) impact the consumer behaviours. Subject involved in this thesis are JVC (Victor company of Japan, Limited) Sales and Services Malaysia and JVC (China) Investment Company Limited. The decision-making process model was adopted by the researcher to understand the consumer behaviour. Methods of gathering information was mail-intercept survey with 50 questionnaires distributed in Malaysia and China. The software of SPSS was used to analyzed the data and to test whether there is a significant association between the consumer buying preference and the marketing mix elements. From this thesis, the researcher has been concluded that although Malaysian consumer and Chinese consumer are following the five stages in the decision making process model. They took the difference actions in some stage. The marketing mix elements would influence the consumer behaviour in Malaysia and China. Moreover, the researcher has been concluded that before the consumer make purchase, the marketing 4 Ps would be taken in the consumers’ minds to evaluate the VCD players. Malaysian respondents and Chinese respondents have the similaries opinions to the product and place, but there have a difference opinion to the price element and promotion tool and promotion media. With that, the researcher recommended that JVC operating in Malaysia and China should use both standardize strategy and adoption strategy to satisfy the needs of two groups of people effectively.
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Bachelor of Arts (Hons) In Marketing
August 2001
Number 9