The 8Ps Marketing Mix and the Buyer Decision-Making Process

Authors

  • Lucinda L. Parmer Southeastern Oklahoma State University
  • John E. Dillard, Jr. University of Houston-Downtown
  • Ying-Chou Lin Southeastern Oklahoma State University

DOI:

https://doi.org/10.33423/jmdc.v15i4.4774

Keywords:

marketing development, 8 Ps marketing mix, buyer decision-making process, decision-making, services marketing, service-oriented products

Abstract

The 8 Ps marketing mix consists of (1) service product; (2) price; (3) place; (4) promotion; (5) people; (6) process; (7) physical evidence; and (8) productivity (Booms & Bitner, 1980; 1981). The buyer decisionmaking process consists of five stages to include (1) need recognition; (2) information search; (3) evaluation of alternatives; (4) purchase decision; and (5) post-purchase evaluation (Dewey, 1910; Engel, et al., 1978; 1986). This paper utilized a sample size of 426 participates to examine these two constructs of the 8 Ps marketing mix and the decision-making process, along with the socio-demographics of age; gender; ethnicity; socio-economic level; and education level. Tukey’s Honest Significant Difference PostHoc Analysis found multiple significant relationships (p < .05).

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Published

2021-12-08

How to Cite

Parmer, L. L., Dillard, Jr., J. E., & Lin, Y.-C. (2021). The 8Ps Marketing Mix and the Buyer Decision-Making Process. Journal of Marketing Development and Competitiveness, 15(4). https://doi.org/10.33423/jmdc.v15i4.4774

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Articles