The Impact of Marketing Mix on Consumer Preference towards Supplement Product

Abstract

Nowadays, we can see the entrepreneurs of supplements and cosmetics are also expanding rapidly. Various traditional plants commercialized and adapted to market needs. Supplement product marketing activities in Malaysia showed significant growth over the past few decades. This strong growth has led to questions about the true potential of marketing to further improve the reliability of the product on the consumer preferences of supplements among university students. Therefore, this study aimed to study the relationship between the consumer preferences with the marketing mix (product, price, promotion and distribution) towards supplement products. Research conducted at Universiti Utara Malaysia (UUM) and sample size in this study is 397 samples. The study used SPSS 22.0 to analyse the data. The methodology used in this research is method descriptive and inferential statistical analysis that involves the use of frequencies and percentages for analysing the demographics of respondents, independent t-test samples, test the connection one- way ANOVA, Pearson correlation analysis and multiple regression analysis. Overall findings based on the analysis of the Pearson correlation test found the analysis shows the three hypotheses were supported and all independent variables named product, promotion and place distribution, is significant, while the hypothetical price is not significantly associated with elections with consumer to purchase the supplement products. The next discussion is provided in this study.