Marketing Factors Influencing Customer Decision-Making in the Interior Decorations Industry in Guangxi,China  

作　　者：MA Yupeng Anake Chitkesorn 

机构地区：[1]Payap University,Chiang Mai,Thailand

出　　处：《Management Studies》2022年第3期177-190,共14页管理研究（英文版）

摘　　要：The purpose of this study was to empirically examine the influence of marketing mix towards customer decision-making in the interior decoration industry of Guangxi,China.The interior decoration industry in Guangxi is growing at rapid pace.Therefore,this study is specially helpful for the interior decoration industry in Guangxi,China,and the interior decoration industry in Guangxi can use marketing mix for their business gained.In order to carry out this study,the population was taken to be those customers of the interior decoration.A sample(N=425)customers were taken using simple random sampling from the interior decoration consumers of Guangxi,China.It was hypothesized that marketing mix had positive influence on customer decision-making.It was hypothesized that marketing mix predicts customer decision-making.The results were analyzed with help SPSS software.Descriptive statistical analysis,Pearson correlation test,and regression analysis were used to test hypothesis.The results showed significant positive relationship and marketing mix was a predictor of customer decision-making.This research is significant and useful for all the interior decoration enterprises in Guangxi.

关 键 词：interior decoration customer decision-making marketing mix 

分 类 号：F42[经济管理—产业经济]