Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Accounting & Finance in Asia Pasific
Chan, Yuan Yee
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analyzing the Effectiveness of Marketing Mix Strategies in Nestlé Malaysia Hong, Tan Lay; Chan, Kai Xin; Chan, Yuan Yee; Cha, Jin Ye; Chan, Yan Kang; Kumar, Arnav; Ahmed, Adnan; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4394

Abstract

NESTLÉ MALAYSIA is one of the leading companies in the FNB market in Malaysia where they delivered their good products and services to earn the consumer’s trust. They have provided quality products through a vast of brands such as Nescafe, KitKat, Maggi and Milo to Malaysians. In maintaining its market stability and dominance, Nestlé has applied a vast number of marketing strategies which is the 4Ps elements (Products, Price, Place, Promotion) to enhance consumer satisfaction. The purpose of this study is to analyze the effectiveness of these marketing elements (4Ps) and how they affect Nestlé Malaysia’s customer’s satisfaction. We had designed an online survey through Google Forms and a total of 200 respondents have participated. Price, place, and promotion significantly impact customer satisfaction, while the product element does not. This study contributes to marketing theory by providing a better understanding of consumer behaviour in the Malaysian context and by discussing how the marketing mix elements (4Ps) directly influence customer satisfaction toward Nestlé Malaysia.
Co-Authors Adnan Ahmed Cha, Jin Ye Chan, Kai Xin Chan, Yan Kang Hong, Tan Lay Kee, Daisy Mui Hung Kumar, Arnav