Marketing Mix Study at Hero Tailor
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 4
Abstract
The study aimed to describe the marketing mix at Hero Tailor in Makassar City. The study used descriptive quantitative approach. The sample of study was 100 Hero Tailor consumers chosen by purposive random sampling. Data collection used questionnaire which then analyzed with descriptive statistics. The results showed that the marketing mix used at Hero Tailor in Makassar City included product, price, location, promotion, employee, production process and physical facility aspects. Most of the marketing mix at Hero Tailor was in very good category based on consumer responses, especially on product, promotion and production process aspects. The quality of product raw materials, price and quality suitability, location access ease, direct visit promotion, employee speed and friendliness service, production completion timeliness, and parking availability area were the indicators of Hero Tailor marketing mix aspects that were still lack and required further improvement. The improvement was very important as an effort to provide good service for consumers and to increase consumer satisfaction.
Authors and Affiliations
Muhammad Aras, Jasruddin . , Haedar Akib, Husain Syam
Keywords
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- EP ID EP411102
- DOI 10.9790/487X-2004084551.
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