To investigate the significance of marketing mix (7P’s) that influences the consumer selection of shopping centers in Melaka Tengah / Stephanie Unyang George and Suliza Lambu

• Main Authors: George, Stephanie Unyang, Lambu, Suliza
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Marketing research. Marketing research companies. Sales forecasting; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Shopping centers. Shopping malls
• Online Access: http://ir.uitm.edu.my/id/eprint/31403/1/31403.pdf; http://ir.uitm.edu.my/id/eprint/31403/

The paper assesses the significance of the 7p’s of marketing in influencing consumer selection of shopping center among consumer in Melaka Tengah. Research objective for this study is to define the significant relationship between independent variables (product, price, place, promotion, people, proc...