Marketing Mix Influence on Consumer Buying Behavior: A Case Study on the Cosmetics Industry

Purpose: This purpose of this manuscript is to study the effect of marketing mix on consumer purchasing behaviour in the context of the Malaysian cosmetics sector.   Theoretical framework: The conceptual model for this study was developed based on previous research in the field of consumer behaviour...

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Autores principales:	Sirajuddin, Ros Shazrina Binti, S Senathirajah, Abdul Rahman, Haque, Rasheedul, Isa, Abd Majid Mohd
Formato:	Artículo
Lenguaje:	inglés
Publicado:	2023
Materias:	Marketing Mix Consumer Buying Behavior Cosmetics Industry
Acceso en línea:	https://dialnet.unirioja.es/servlet/oaiart?codigo=8956967
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