1.0 INTRODUCTIONLooking at the High-level Educational Institutionnowadays is being very active with sport.
Involvement of sport from differentcategory of student and different level of competition have make theeducational institution inseparable with sport in line with the rationale ofnational sports policy that is to create a healthy society, a high tolerance attitude,and give opportunities to integrate with different races through sport. With the increasing insport activities, the demand and need to have sport product also increasewithin the student. By looking at different category of student who play sport,it came out with different perception among them toward how they see sportproduct. There will be a lot of factor that influence student purchasing intentionon sport product. 2.0 PROBLEMSTATEMENT The aim of marketing nowadays is to fulfill theircustomer needs.
Increasing in production of sport product has led to highcompetition among sport Product Company. This situation will make the customerto look at lot of criteria and perspective when buy sport product to come outwith most satisfy product that can fulfill their need. (Pillai, Soni &Naude, 2015) contends that in order to have a high level of customersatisfaction, marketers must understand customers’ needs and wants. Marketingmix is one of the strategy that have been widely used in order to determineconsumer buying intention. According to Yeesuntes & Buran (2017) the 4Ps ofmarketing is a model for enhancing the components of your ‘marketing mix’ andit is the way in which you take a new product or service to market. It helpsyou to define your marketing options in terms of price, product, promotion, andplace so that your offering meets a specific customer need or demand.
The issues ofpurchasing sport goods always being influence by this 4 marketing mix elementwhich is product, price, place and promotion. The purchase intention of sport goodsalways difference among student because they have different need and wants thatmarketer need to identify them. Fulfill the needs of the customers by developinga good sport product will help the company to capture the customer attentions. Therefore, this study is design to identifythe main marketing mix element that influence purchasing intention of sportgoods among FSR students DEFINITION OF TERM Marketing MixAccording to (Andreti, Zhafira,Akmal, Kumar, 2013), the marketingmix is a set of strategies and activities that cover product, price, promotionand place. The marketing mix strategy will help you to identify the customerneed and wants in term of that 4p’s. Marketing mix element is the criteriaguideline that been use to determine a goods in term of product or service,price, promotion and place.
So, these 4p marketing mix elements will be the independentvariable that will influence student purchasing intention of sport goods. ProductAccording to (Lucian, 2013), the centerpiece of amarketing mix is the product. A product is anything that satisfies a need orwish and is acquired to do so. However, the term product can also refer to services,people, places, ideas and the benefits that a sport organization offersconsumers.
The product can be differed into two group which is tangible and intangibleand in this research, only tangible product will be measure which is sportgoods. Operationally, in this study they are 4 itemsused to measure product. PriceIn a simple word can be said as a currency that has value that is used intransaction of valuable item.
Price is which amount of money that needs to bepay by consumer to get the product or service (Andreti,Zhafira, Akmal, Kumar, 2013). In order to get something, they must beexchange with something valuable which is money and the price determines thevalue of the product. Operationally,in this study they are 2 items used to measure price. PlaceAccording to (Ampah, 2016) sporting place refers tothe location of the sport product, the point of origin for distributing theproduct, the geographical location of the target markets as well as other channelsthat are vital to consider regarding whether target audience may access theproduct.
Place or store is where people can get or buy the product and it mustbe reachable because people may be lost interest toward the product if theplace cannot be reach. Operationally, in this study they are 4 items used tomeasure place. PromotionAccording to (Yee & Sidek, 2008) promotion is amarketing mix component which is a kind of communication with consumers.Promotion includes the use of advertising, sales promotions, personal sellingand publicity.
Promotion is an element that will increase the awareness of theproduct and also to create interest among student to purchase the product.Operationally, in this study they are 3 items used to measure promotion.Purchase IntentionAccording to Lim Phey Ling, Poon Khai Lang, Tee CaiFong & Thamil Selvan (2014), purchase intention defined as the possibilityand willingness of consumer to purchase a particular good or service in future.
So, it is the desire to buy something and this will be dependent variable thatwill be influence by the marketing mix element. Operationally,in this study they are 4 items used to measure purchasing intention.