The impact of 4Ps on Purchase Decision: A case of Apple in Hanoi, Vietnam

Article English OPEN
Bui Trung Thieu (2016)
  • Publisher: Aurel Vlaicu University Editing House
  • Journal: Journal of Economics and Business Research (issn: 2068-3537, eissn: 2068-3537)
  • Subject: marketing mix | purchase decision | Apple Inc. | Vietnam | Business | HF5001-6182 | Economic theory. Demography | HB1-3840 | Economics as a science | HB71-74

By using quantitative research methods and deductive reasoning, this research paper aims to address the importance of four marketing mix components (4Ps) on purchase decisions of customers of Apple Inc., by launching a survey in Hanoi, Vietnam, to generate primary data. The chosen sampling technique is quota sampling and several “quotas” were built. Descriptive analysis and hypothetical analysis (t-test, one-way ANOVA and Regression) using SPSS 20.0 are applied. Other implications of the research and limitations were also discussed below.
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