By Liu Shiyu
Year 2024
Abstract
The objectives of this research are 1) to access the level of marketing mix opinions of Chinese consumers in Jiujiang that influence ice cream purchasing decisions, 2) to compare the ice cream purchasing decision process of Chinese consumers in Jiujiang. classified by demographic characteristics, and 3) to analyze the marketing mix factors that influence the ice cream purchasing decision process of Chinese consumers in Jiujiang city. The sample group used in this research comprised 400 Chinese consumers with experience of consuming ice cream in Jiujiang city. Quota sampling and convenience sampling were used, and an online questionnaire was used as a tool to collect data. Statistics used in the analysis include frequency, percentage, mean, standard deviation, and multiple regression analysis.
The hypotheses were tested with t-test statistics, one-way ANOVA or F-test statistics, and multiple regression analysis to find relationships between the variables. The results of the hypothesis testing found that Chinese consumers in Jiujiang city of different genders, ages, and average monthly incomes have different influences on their ice cream purchasing decisions at a statistical significance at the .05 level.
In terms of the multiple regression analysis between the marketing mix factors and the ice cream purchasing decision process of Chinese consumers in Jiujiang city, it was found that the marketing mix as P-product, P-price, P-place, and P-promotion influence the ice cream purchasing decision process of Chinese consumers in Jiujiang city at the statistical significance level of.05. For multiple regression analysis between the marketing mix factors and the respective preferences of foreign ice cream brands and major Chinese ice cream brands among consumers in Jiujiang city, it was found that the market mix as P-product, P price, P-place, and P-promotion influence the preferences of foreign ice cream brands and major Chinese ice cream brands among consumers in Jiujiang city at the statistical significance level of.05