THE RELATIONSHIP BETWEEN MARKETING MIX WITH CUSTOMER PURCHASING DECISION OF LENOVO LAPTOP (AT GOME MARKETING, BEIJING)

Abstract

Marketing mix is the basic of marketing strategy, and in China the Lenovo is No.1 of many laptop brands. This research’s objectives are to identify how relationship between marketing mix (X) with customer purchasing decision (Y) of Lenovo laptop, the most significance factor of marketing mix that influencing the customer purchasing decision of Lenovo laptop, and the most variables influence customer purchasing decision for each factor. The marketing mix includes 4 factors: Product, Price, Place and Promotion. Through quantitative analysis, first from model summary R2 value 0.953 shows there is a stronger relationship between marketing mix with customer purchasing decision; then multiple linear regressions shows Promotion with 1.006 as the most significance factor of marketing mix that influencing customer purchasing decision; last from variables communality value find for product Lenovo offer an enough memory capacity; for price it is affordable; for place customer know where the Lenovo laptop displays are located in Beijing and customer can easily find Lenovo laptop products in Beijing; last for promotion customer believe in advertising, customer Lenovo laptop’s posters and billboards, and customer pay attention to Lenovo laptop advertising as the most variables on influence customer purchasing decision.