Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Tan Lay Hong
Universiti Teknikal Malaysia Melaka
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analyzing the Effectiveness of Marketing Mix Strategies in Nestlé Malaysia Tan Lay Hong; Kai Xin Chan; Yuan Yee Chan; Jin Ye Cha; Yan Kang Chan; Arnav Kumar; Adnan Ahmed; Daisy Mui Hung Kee
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.
Strategies for Sustainable Tourism Development: A Case Study of Consumer Behavior in the Fast Fashion Retail Sector Tan Lay Hong; Paul Dung Gadi; Syaza Udaimatunnur Safa Binti Ridzal Hef; Syed Isyraf Muzammil Bin Syed Hidzir; Tan Chia Joe; Tan Chia Yan; Tan Eiwins; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3831

Abstract

Uniqlo, a leading global fashion retailer, has gained popularity due to its affordability, quality, and brand identity. Understanding the key factors influencing consumer behavior is crucial for optimizing marketing strategies and customer engagement. This study examines the impact of psychological, social, cultural, economic, and personal factors on consumer purchasing behavior at Uniqlo. The objective of this research is to assess which of these factors significantly influence consumer decision-making. To achieve this, we conducted a survey and collected responses from 100 participants through Google Forms. The collected data were analyzed using multiple regression analysis to determine the relative impact of each factor. The results indicate that psychological (? = 0.275) and economic (? = 0.261) factors have the most substantial influence on consumer behavior, supporting H3 and H2, respectively. Social factors (? = 0.174) also play a significant role, affirming H1. However, cultural factors (? = 0.092) have a weaker influence, and personal factors (? = 0.008) show an almost negligible effect, rejecting H5. The model explains 41.6% of the variance in consumer behavior (R² = 0.416). These findings suggest that Uniqlo should focus on strengthening psychological and economic appeals in its branding and marketing strategies, emphasizing affordability, quality, and emotional connection to drive customer loyalty and engagement.
Co-Authors A. J. Ali Adnan Ahmed Arnav Kumar Daisy Mui Hung Kee Jin Ye Cha Kai Xin Chan Paul Dung Gadi Syaza Udaimatunnur Safa Binti Ridzal Hef Syed Isyraf Muzammil Bin Syed Hidzir Tan Chia Joe Tan Chia Yan Tan Eiwins Yan Kang Chan Yuan Yee Chan