EFFECTS OF MARKETING MIX ON CONSUMERS PURCHASE OF DETERGENT PRODUCTS IN JOS NORTH LOCAL AREA GOVERNMENT OF PLATEAU STATE

Martins Guning GUMUT and Kyenpiya Blessing JEMITA

Department of Marketing, Faculty of Management Sciences, University of Jos.

Keywords: Marketing mix, product quality, Price, Place, Promotion, Consumer purchase decision.

Abstract

This study examined the effect of Marketing Mix elements on Consumer Purchas Decision of detergent products in Jos North LGA of Plateau State. The study adopted the survey research design. Population of the study is all detergent users in the study, data was collected with the aid of structured questionnaire administered to 68 respondents who are consumers of detergent products, they were conveniently sampled in the study areas. Four hypotheses were formulated and tested in the study using the Spearman Correlation at 0.05 level of significance. Results of the hypothesis test showed that there is a positive and significant relationship between marketing mix elements: Product, price, place, promotion and consumer purchase decision of detergent products in Jos North LGA of Plateau State, with the correlation coefficient (r = 0.368), (r =0.462), (r = .0.6100) and (r = 0.512) respectively at the significant value of 0.000 (p>0.05). The study therefore concluded that marketing mix elements play significant roles in influencing the consumer purchase decision of detergent products in Jos North LGA of Plateau State. It was recommended that manufacturers of detergent products should put adequate efforts in the design of their marketing mix elements to align with consumers requirements and expectations.

Published

November 2025

ISSUE

VOL.6.NO.2

Citation

Martins Guning GUMUT and Kyenpiya Blessing JEMITA (November 2025). EFFECTS OF MARKETING MIX ON CONSUMERS PURCHASE OF DETERGENT PRODUCTS IN JOS NORTH LOCAL AREA GOVERNMENT OF PLATEAU STATE. International Journal of Marketing and Management Sciences,(VOL.6.NO.2), 341 - 360.

APA format

Martins Guning GUMUT and Kyenpiya Blessing JEMITA. "EFFECTS OF MARKETING MIX ON CONSUMERS PURCHASE OF DETERGENT PRODUCTS IN JOS NORTH LOCAL AREA GOVERNMENT OF PLATEAU STATE." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.2, November 2025, pp. 341 - 360.

MLA format

Martins Guning GUMUT and Kyenpiya Blessing JEMITA. November 2025. "EFFECTS OF MARKETING MIX ON CONSUMERS PURCHASE OF DETERGENT PRODUCTS IN JOS NORTH LOCAL AREA GOVERNMENT OF PLATEAU STATE." International Journal of Marketing and Management Sciences , no. VOL.6.NO.2: 341 - 360.

Chicago format

Martins Guning GUMUT and Kyenpiya Blessing JEMITA (November 2025). "EFFECTS OF MARKETING MIX ON CONSUMERS PURCHASE OF DETERGENT PRODUCTS IN JOS NORTH LOCAL AREA GOVERNMENT OF PLATEAU STATE." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.2, pp. 341 - 360.

Harvard format