The Impact of 4Ps Marketing Strategy on Consumers’ Purchase Intention: A Case Study of Hisense Air Conditioners in Laixi City

Abstract

The home appliance industry in China has entered a highly competitive and mature stage, where consumers have become more rational and value-oriented in their purchasing decisions. In this context, understanding how marketing strategies influence consumer purchase intention is increasingly important for companies seeking to maintain competitiveness. The 4Ps marketing mix framework, consisting of product, price, place, and promotion, provides a useful theoretical basis for examining consumer responses to marketing activities. This study aimed to examine the effects of product strategy, price strategy, place strategy, and promotion strategy on consumers’ purchase intention for Hisense air conditioners in Laixi City, China. Specifically, the research sought to analyze the relationships between the four marketing mix elements and consumers’ purchase intention. A quantitative research design was adopted. Data were collected through a structured questionnaire distributed to consumers who had experience or awareness related to air conditioner purchases. Convenience sampling was applied, and 350 valid responses were obtained. The questionnaire used a five-point Likert scale to measure the study variables. Data were analyzed using descriptive statistics, reliability and validity analysis, correlation analysis, and multiple regression analysis. The findings revealed that all four marketing mix elements had significant positive effects on purchase intention. Among them, price strategy showed the strongest influence, followed by promotion strategy and product strategy, while place strategy demonstrated a smaller but still significant effect. The results indicate that consumers place strong emphasis on price value, product performance, and promotional communication when making purchasing decisions. II In conclusion, the study confirms that the 4Ps marketing mix remains an effective framework for understanding consumer behavior in the air conditioning market. Companies should adopt integrated marketing strategies with particular attention to pricing and promotional activities while maintaining product quality and convenient distribution channels to enhance consumer purchase intention

Keywords: 4Ps marketing mix, purchase intention, consumer behavior,