Marketing mix factors (7Ps) affecting consumer's decision to use after-death business services in Chinese culture Case study: Green Dragon Shop

Abstract

The purpose of this study is to investigate Marketing Mix Factors (7Ps) Business After Death in Chinese Culture that affects consumers' decision to use services: a case study of Green Dragon Shop Which has factors that affect all 7 factors, consisting of Product, Price, Place, Promotion, People, Physical Evidence and Process. The sample group used in the research was the sample group who had used Green Dragon shop.The sample size was 419 people. The data were collected by using a questionnaire. The sample was randomized with Non-Probability Sampling and used the convenience selection method for data collection. Descriptive statistics were used to analyze the data such as frequency, mean, percentage, and standard deviation. and use inferential statistics which is multiple regression analysis. From the above, the results of the study will be used as a guideline for the business of death cases. green dragon shop to use the results of the study to develop the business to meet the needs of consumers and create an advantage over competitors within the market.