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ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue X October 2025
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Evaluating the Effectiveness of Marketing Mix Towards Customer
Purchase Decision in Local Bakery
Rose Ann G. Maganding, Dominic Edward B. De Vera, Raymond M. Caduan, Shella Mae T. Mayaga,
Geowera H. Revosana, Marivic L. Han-awon, LPT, PhD(c)
Business Administration Program, Bukidnon State University, Philippines
DOI: https://dx.doi.org/10.51244/IJRSI.2025.1210000356
Received: 06 November 2025; Accepted: 12 November 2025; Published: 24 November 2025
ABSTRACT
The purpose of this research is to determine the effectiveness of the marketing mix in influencing customer
purchase decision. This study fills the gap in understanding the relationship between the marketing mix and
customer purchase decision in a local context. It aims to identify which components of the marketing mix yield
the best results in client acquisition by evaluating the effectiveness of the product, price, place, and promotion
components. It also provides practical insight into the marketing mix's role in customer purchase decision.
Founded on McCarthy's Marketing Mix Theory and on the Howard Sheth model of consumer behavior, a non-
proportional quota sampling method was used to select 150 respondents, data were collected via an adapted,
validated questionnaire, and analyzed using descriptive statistics and Spearman’s rho correlation. Results
indicated that the local bakery effectively executed the 4Ps of the marketing mix. The study highlighted a
significant relationship between the marketing mix and customer purchase decision. Notably, the 'place'
element was identified as the most effective, likely because customers prefer proximity when purchasing
bakery products. Interestingly, promotion was the least effective element; however, it did not negatively impact
sales since customers actively seek discounted items. The study concludes that the bakery has substantial
potential to increase customer purchase levels and profitability. This can be achieved by continuously
introducing innovative, high-quality baked goods, competitive pricing, and implementing targeted promotional
activities. These strategies are essential for strengthening customer relationships and boosting sales, ensuring
sustained growth for the bakery in the competitive market.
Keywords: marketing mix, 4Ps, customer purchase decision, local bakery
INTRODUCTION
The marketing mix is key in shaping customer purchase decision. This concept encompasses the determination,
communication, and transactional aspects regarding a particular product the when, where, price, and value
dimensions of the equation. Integration of the four components of marketing, namely product, price, place, and
promotion, epitomizes a marketing strategy. In fact, a marketing strategy of this type is widespread in its
application across various industries. The relative weight of each of the four components is more pronounced
in smaller businesses (Pathak, 2022). Insights from Airmart Articles (2023), in analyzing the ideal marketing
mix for a flourishing bakery, exemplify this principle, emphasizing the marketing mix's universal applicability
in any industry where profitability is a primary concern.
As noted by Rique and Sumeet (2019), before initiating promotional programs, marketers must pinpoint their
primary target audiences, ascertain which markets would yield optimal value for their products, and identify
their price points across various currencies so that they can adequately respond to evolving market trends,
preferences, and needs. In a study examining the Malaysian bakery industry, Albattat (2019) found that
customers' purchasing decisions are influenced by value, cost, and convenience, as well as by promotional
deals, the availability of product variety, and the freshness, which is a primary determinant. Price, place, and
promotion, as examined by Hanaysha et al. (2021), are statistically significant as they are interrelated with the
purchase decision.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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Research on the bakery industry in the province of Lantapan, Bukidnon, Philippines, Rivas et al. (2023)
explained the role of product quality alongside pricing. This prompted the recommendation that bakeries
should maintain balanced pricing, avoid selling bread that is stale and moldy, and offer a greater variety of
products so that customer interest can be sustained. Also, greater efforts should be taken on the bakery’s
marketing mix, in particular, the product, price, place, and promotion, to sway customer purchase decision.
With the customer needs and wants in the growing bakery businesses in the area of Poblacion, Impasugong,
Bukidnon, this study closes the gap on the relationship between the marketing mix and customer purchase
decision. The evaluation encompassed the customer’s purchase decision analyzing the constituent product,
price, place, promotion, and the most effective decision-making process within the marketing mix.
Additionally, contemporary research has explored the positive and significant correlation between the
marketing mix constituents and the customer’s purchase decision, particularly emphasizing the price and
quality of the product. Even with the significant amount of research, there is a perplexingly little amount of
understanding of how these elements of the marketing mix interact with each other to influence the purchase
decision by consumers, especially in the modern digital market. As Vicol (2025) points out, effective and
adaptive businesses develop and maintain strong customer relationships, improve customer loyalty, and
achieve corporate success.
Objectives of the Study
The objective of this research is to evaluate the effectiveness of the marketing mix (MM) towards customer
purchase decision (CPD) in a local bakeshop. Specifically, it will:
Find which components of the marketing mix (MM) yield the best results in client acquisition by
evaluating the effectiveness of the product (P1), price (P2), place (P3), and promotion (P4) components.
Understanding of how these elements of the marketing mix (MM) interact with each other to influence
the customer purchase decision (CPD).
Looked at the relationship between the bakery marketing mix’s (MM) effectiveness and customer
purchase decision (CPD).
Refining practical marketing insights from the actionable results can be quite effective.
Significance of the Study
This research study holds potential to enhance customer engagement and satisfaction, increase sales and
profitability, remain competitive, and refine the bakery's marketing mix. The findings of this study would be
beneficial to the following:
To the Bakery Owners and Managers, to impart helpful knowledge that will help them make choices based on
the analysis of facts, decisions regarding their marketing mix, enhance customer purchase decisions, and
improve profitability.
To consumers, this study may lead to the development of a more comprehensive consumer experience in the
bakery industry.
To the Academic Researcher, this research can contribute to the existing body of knowledge on customer
purchase decisions, marketing, and the food industry. It can inform future research studies in related areas.
Conceptual Framework
The particular framework for this research analyzes the relationship between the marketing mix (MM)
variables and customer purchase decision (CPD) in the setting of a local bakeshop. As an independent variable,
the marketing mix was assessed using its four components, known as the four Ps of marketing: product (P1),
price (P2), place (P3), and promotion (P4).
In marketing, the ‘mix’ term describes the combination of controllable variables used to reach target customers.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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On the other hand, as a dependent variable, the customer purchase decision (CPD) is the actual purchase of the
bakeshop product. Once customers gather enough information and evaluate their options, they make a final
decision about what to purchase. It is a personal reason why the customer is influenced to purchase bakeshop
products through its marketing mix.
This study was grounded in two theories such as Marketing Mix and the Howard-Sheth Model of consumer
Behavior to explain the interconnections Marketing Mix (MM) and Customer Purchase Decision (CPD).
Marketing Mix Theory (MMT)
The Marketing Mix was introduced by E. Jerome McCarthy in the 1960s as the 4Ps of marketing mix: Product,
Price, Place, and Promotion (Van Vliet , 2024). Albattat (2019) noted that a successful marketing strategy
relies on the marketing mix framework, which enables the company to develop its product branding and
achieve its effectiveness. According to Pono (2022), a product refers to what a business offers to satisfy
customers’ needs and wants. While Mir (2022) stated that price is the amount customers are willing to pay. In
addition, place is the distribution channel through which products reach customers. Additionally, Kumar
(2025) indicated that promotion is a communication strategy that informs and persuades customers.
The marketing mix theory emphasizes that the marketing mix elements enable firms to make strategic
decisions by varying the product being sold, the distribution channel, the price, and the marketing approach to
the target market (Staff, 2024). Furthermore, all marketing mix elements play a significant role in the
marketing of a product or service, as well as in their perception among customers. In addition, the marketing
mix theory is one of the essential concepts in marketing, outlining the combination of variables that a firm can
control to influence customer purchase decisions (Xia, 2023).
Howard -Sheth Model of Consumer Behavior (HSMCB)
John Howard and Jagadish Sheth, proposed the Howard -Sheth model of consumer behavior in 1969, The
Howard -Sheth model of consumer behavior differentiates three levels of decision-making, namely extensive
problem solving (when buyers are new and require more information), limited problem solving (when buyers
have some experience), and routinized response behavior when choices turn out to be habitual and fast
(Francis, 2024).
The Howard-Sheth Model of consumer behavior highlights various applications that enhance understanding of
consumer behavior and the formulation of marketing plans. The model suggests various ways to improve the
features of a product, along with its design and marketing, by understanding the needs and preferences of
consumers and their information-search behavior. It aids in the preparation of more effective advertising and
promotions aligned with the various stages in the consumer decision-making process. The model assists in the
analysis of several consumer choice processes to improve the efficiency of sales and distribution channels. The
post-purchase evaluation stage of the model can aid the development of more effective customer service and
after-sales support systems to build customer satisfaction and loyalty. (“Howard Sheth Model of Consumer
Behavior,” 2023).
Statement of the Problem
This study aims to evaluate the effectiveness of marketing mix (MM) towards customer purchase decision
(CPD) in a local bakery. Specifically, it seeks to answer the following questions:
1. Determine the level of effectiveness of the marketing mix (MM) in terms of; Product (P1), Price (P2),
Place (P3), and Promotion (P4).
2. Determine the level of customer purchase decision (CPD) in a local bakery.
3. Test the significant relationship between the marketing mix (MM) and customer purchase decision
(CPD).
4. Propose recommendations to enhance the marketing mix (MM) on customer purchase decisions.
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Research Hypotheses:
The following hypotheses is tested in this study:
Ho1: There is no significant relationship between the marketing mix (MM) and customer purchase decision
(CPD).
Figure 1: Framework of the Study
METHODOLOGY
Research Design
This research utilized a quantitative approach, particularly descriptive and correlational methods, to evaluate
how each component of the marketing mix product, price, place, and promotion affects customer purchase
decisions. A quantitative approach was necessary because the researchers implemented 4-point Likert scale
items. Concurrently, the descriptive approach was focused on determining the effectiveness of local bakeries
marketing mix and the context of customer purchase decision levels. In addition, a correlational approach was
used to explore the connection between the marketing mix and customer purchase decisions.
Participants of the study
Study participants within this research were customers of Loulen's Bakeshop, SJ Panaderia, and RCM
Bakeshop situated in Poblacion, Impasugong, Bukidnon. For the purpose of capturing a range of customer
purchase decisions, the selection of these bakeries was also based on their geographical proximity and ease of
access for the researchers. Further, the selection of these three bakeries was appropriate since they were the
only ones operational during the data collection timeframe. The study also involved 150 respondents who
reported “purchasing from the three selected bakeries”.
Population Sampling
The study utilized a non-probability approach, specifically non-proportional quota sampling, to gather
participants from three bakeries. This approach allows for the selection of a wide variety of respondents
without necessitating a balanced distribution of participants concerning the selected bakeries.
The study involved 150 respondents who reported “purchasing from the three selected bakeries” along with the
“purchase decision information based on the marketing mix.” The required sample size was calculated with the
G*Power 3.1 software. An a priori power analysis was done using "Correlation: Bivariate Normal Model"
under the Exact test family to estimate power for Spearman’s rho correlation. The analysis was set to a two-
tailed test, with a medium effect size (ρ = 0.30), a significance level (α) of 0.05, and power (1-β) set to 0.95.
The calculation indicated that the minimum sample size required was 138 respondents. Given the practical
considerations of acquiring sample data, the researcher chose to distribute questionnaires to 150 respondents.
Data Analysis
Appropriate statistical tools were used to analyze the gathered data. To evaluate the effectiveness of the
marketing mix (MM) (product P1, price P2, place P3, and promotion P4) and the level of customer purchase
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decision (CPD), answers from the Likert scale items were quantified using the mean and standard deviation.
Spearman's Correlation Coefficient was used to determine the relationship between the marketing mix (MM)
and customer purchase decision (CPD). This non-parametric test is suitable for determining the strength and
direction of monotonic relationships between variables measured using a Likert scale.
All analyses were performed using the Statistical Package for the Social Sciences (SPSS). The findings were
interpreted within the context of the research objectives, giving relevant insights into the effectiveness of the
marketing mix on customer purchase decisions.
Research Instrument.
To ensure uniformity and reliability in the collection of information while adequately capturing the sentiments
and experiences of the participants, this study incorporated a modified version of the questionnaire developed
by the following authors:
Concerning the independent variable, the Marketing Mix (MM), the questionnaires were derived from Albattat
(2019) in “Consumers’ Behaviour in Decision Making Towards Bakery Products in Section_13_Shah_Alam”;
De Jesus (2020) “Milk Tea Industry: an Exploratory Study”.
Moreover, concerning the dependent variable, Customer Purchase Decision (CPD), the references consisted of
Passorn et al. (2016) “Factors Affecting the Purchasing Decision in Baking Equipment and Motivation of
Households”; Nilda et al. (2020) “Consumers Purchasing Decisions on Local and National Retail Bakery
Products Based on Price”; and Manandhar (2024) “Impact of Advertisement and Price on Consumer Purchase
Decision”.
The survey instrument consists of three parts and these were: (1) Demographic characteristics, which captures
information on age, and the name of the bakeshop visited; (2) the Marketing Mix (MM), which consists of
product (P1), price (P2), place (P3), promotion (P$); and (3) Customer Purchase Decision (CPD).
Validation of Instruments. The reliability and validity of the survey questionnaire were conducted through a
validation process. Cronbach’s Alpha was used to check internal consistency, and all the constructs exceeded
the suggested level of 0.70.
Expert Evaluation. In addition, the instrument was evaluated for validity and reliability by experts in the field
of research methodology and was also assessed for question clarity, relevance, and comprehensibility. There
was also a pilot study with thirty respondents. Revisions to the questionnaire were based on the pilot study
feedback.
Data Collection. As a first step, the researchers sought the original author's permission to adapt the
questionnaire. Similarly, permission was obtained from the research adviser, and the managers and employees
of the bakery. This was necessary before the researchers conducted a customer survey. Moreover, a consent
form was obtained to ensure voluntary response from the customer.
To ensure customers received the instruments, researchers distributed the questionnaires in person. When
customers took the instrument, researchers were available to respond to instrument related queries. This was to
ensure respondents were not impeded in their efforts to complete the questionnaires. Once the instruments were
completed, the response data were organized, coded, and analyzed to facilitate the overall study. During the
analysis process, and in compliance with ethical guidelines of the study, all customer response data were kept
confidential and used solely for the study.
Ethical Considerations. Before data collection, the researchers made certain the participants understood that
they were part of a study, the study's objective and the techniques that were being deployed, and that there were
no material facts they needed to know that were being omitted. They also appreciated that their choice of
participation or non-participation in the study was valued and that they could withdraw from the study at their
discretion any time. All details and information obtained were kept strictly confidential and used only for the
study at hand. This study, like student work, will be tested for a plagiarism detection to ensure that there are no
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sign of plagiarism other author or researchers, ideas and works, and appropriate citation will be made. During
data collection, this study did not fabricate or construct false information or assertions. No assumptions or
incomplete observations were made in the basis of any claims.
This study did not exhibit any form of misrepresentation or exaggeration of results in order to fulfill a
theoretical expectation. There was no evidence of a conflict of interest in this study. The researchers were
careful not to reveal any information which could harm the participants’ welfare. This study did not breach
participants’ privacy, nor did it pressure them into any unwilling actions. It also ensured that no damage was
done to the participants’ self-esteem. This research document underwent multiple edits based on the
suggestions of the adviser and the panel. It also complied with the regulations of the Bukidnon State University
Ethics Review Committee, and followed the ethical guidelines, as well as the considerations stated in the study.
RESULTS
Descriptive Statistics for the Level of Marketing Mix AI
Product
Mean
SD
Interpretation
1. I prefer the freshness of bakery products.
3.74
.45
Very Effective
2. I prefer the quality of bakery products.
3.71
.48
Very Effective
3. I usually purchase bakery products that use high-quality ingredients.
3.42
.51
Very Effective
4. I usually purchase bakery products from a bakery shop that provides a
variety of menu options.
3.47
.56
Very Effective
5. I usually purchase bakery products because of the taste.
3.70
.49
Very Effective
Factor Mean
3.61
.32
Very Effective
Price
Mean
SD
Description
1. The price is affordable.
3.77
.48
Very Effective
2. The price reflects the quality of the products.
3.57
.56
Very Effective
3. The price is appropriate for the size of the product.
3.49
.59
Very Effective
4. Price lists are available and presented to the customers
3.46
.61
Very Effective
Factor Mean
3.57
.42
Very Effective
Place
Mean
SD
Description
1. The bakeshop's location is easy to find.
3.82
.46
Very Effective
2. The bakeshop is conveniently located for me.
3.62
.54
Very Effective
3. I usually go to a bakery shop that is easily accessible and convenient.
3.71
.50
Very Effective
4. The bakeshop's location feels safe and secure.
3.60
.53
Very Effective
5. I usually go to a bakery shop that provides a seat inside the shop.
3.47
.60
Very Effective
Factor Mean
3.64
.34
Very Effective
Promotion
Mean
SD
Description
1. Bakeshop offers special promotions during the festive season.
3.35
.70
Very Effective
2. The bakeshop offers sales promotions (e.g., discounts, bundle deals) that
effectively encourage purchases.
3.33
.63
Very Effective
3. The bakeshop has a social media presence that effectively informs
customers about new products and promotions.
3.23
.72
Effective
4. The bakeshop has visible in-store promotional signs/displays
(e.g., standee, posters) that efficiently promote current promotions.
3.44
.62
Very Effective
Factor Mean
3.39
.52
Very Effective
Marketing Mix Overall Mean
3.54
.40
Very Effective
Note(s):1.00-1.74 Very Ineffective; 1.75-2.49 Ineffective; 2.50-3.25 Effective; 3.26-4.00 Very Effective
The table represents the overall mean of the marketing mix (M = 3.54, SD = .40), with a descriptive value of
"Strongly Agree" and a quantitative statement of "Very Effective." This means that the local bakery in
Poblacion, Impasugong, Bukidnon has a very effective marketing strategy in terms of the 4 Ps of the marketing
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mix, which strongly influences customer purchase decisions. Furthermore, the results of this study are
supported by the following:
First, most respondents strongly agree with the statement, "I prefer the freshness of bakery products" (M =
3.74, SD = 0.45). Conversely, the lowest part of the product is the statement, "I usually purchase bakery
products that use high quality ingredients" (M=3.42, SD=0.51), which is also interpreted as very effective.
Consecutively, the degree of the respondents' response is" strongly agree" (M=3.61, SD=0.32), which means
that the level of effectiveness of the local bakery marketing mix in terms of product is very effective and
strongly contributes to customer purchase decisions.
Second, the statement "The price is affordable" received the highest mean score (M = 3.77, SD = 0.48). While
the lowest part of the price is the statement "Price lists are available and presented to the customers " (M=3.46,
SD=0.61), it can also be noticed that it falls under the level of very effective. Additionally, the findings of this
study revealed that all respondents' responses were "strongly agree" or "very effective" (M = 3.57, SD = 0.42).
It means that the local bakery's marketing mix, in terms of price, is highly effective and significantly
contributes to customer purchase decisions.
Third, the descriptive statistics of the marketing mix in terms of place (M=3.64, SD=0.34) indicate a very
practical value. On average, respondents tend to agree most strongly with the statement "The bakeshop's
location is easy to find," with the highest mean (M = 3.82, SD = 0.46). The statement "I usually go to a bakery
shop that provides a seat inside the shop" has the lowest mean (M = 3.47, SD = 0.60). The findings revealed
that the place is "Strongly Agree", indicating that the marketing mix in terms of place in the local bakery is
very effective and strongly contributes to customer purchase decisions.
Fourth, the descriptive statistics of the level of effectiveness of the marketing mix in terms of promotion show
that among the four items, the statement "The bakeshop has visible in-store promotional
signs/displays (e.g., standees, posters) that efficiently promote current promotions" has the highest mean
(M=3.44, SD=0.62). On the other hand, the statement "The bakeshop has a social media presence that
effectively informs customers about new products and promotions" received the lowest mean score (M = 3.23,
SD = 0.72). However, it still falls within the range of "Agree". Indicating that it contributes well to customer
purchase decisions. Also, while effective, it may require more improvement or have less impact than the others.
Furthermore, the overall mean (M=3.39, SD=0.52) suggests that respondents "Strongly Agree", indicating that
the level of the marketing mix in terms of promotion is very effective and significantly contributes to customer
purchase decisions.
Table 2. Descriptive Statistics for Level of Customer Purchase Decision in a Local Bakery.
Construct / Item
SD
Interpretation
1. I consider the brand before buying bakery products.
.67
Very High.
2. I compare the available alternatives before buying bakery products.
.56
Very High.
3. I visit number of bakeries to purchase baked goods.
.63
Very High.
4. I give recommendations to others about bakery products.
.68
Very High.
5. Giving discounts affects my buying decisions.
.65
Very High.
6. I will buy an affordable bakery product.
.53
Very High.
7. The ingredients and taste of the baked goods influence my purchase
decision.
.56
Very High.
8. I have no regret buying local baked goods.
.51
Very High
9. Product quality is a major factor influencing my purchase decision.
.55
Very High.
10. Price is the major factor influencing my purchase decision.
.59
Very High.
11. Place is the major factor influencing my purchase decision.
.59
Very High.
12. Promotion is the major factor influencing my purchase decision.
.62
Very High.
Overall Mean
.59
Very High.
Note:1.00-1.74 Very Low; 1.75-2.49 Low; 2.50-3.25 High; 3.26-4.00 Very High
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Table 4 presents the results of the survey evaluating the Level of customer purchase decision in a local bakery.
The descriptive value of all responses falls under the "strongly agree" Level and is categorized as "very high"
(M = 3.51, SD = 0.59), indicating that all statements have a substantial impact on customer purchase decisions.
It is also shown that the statement "I will buy an affordable bakery product" (M = 3.66, SD = 0.53) contributes
a greater mean than other items. While the statement "I give recommendations to others about bakery
products." (M=3.39, SD=0.57) describes that the Level of customer purchase decision in the local bakery in
terms of giving recommendations to others about bakery products is also very high. However, it contributes a
lower mean than other items, which suggests that post-purchase evaluation should be closely monitored.
Table 3. Relationship between the marketing mix and customer purchase decision.
Marketing Mix
Customer Purchase Decision
P-value
Interpretation
Product
.445**
<.001
Significant
Price
.550**
<.001
Significant
Place
.416**
<.001
Significant
Promotion
.488**
<.001
Significant
Overall Marketing Mix
.691**
<.001
Significant
**Correlation is significant at the 0.01 level (2-tailed).
*Correlation is significant at the 0.05 level (2-tailed).
Spearman’s rho test
Note: (N=150)
Table 3 outlines the interaction between the marketing mix elements and the purchase decisions made by the
customers. Generally, the degree of association in the case of each marketing mix element and the customer
purchase decisions stands at a moderate level with a p-value of less than 0.001, which in essence is lower than
the 0.05 level that is acceptable. This indicates an association of the product, price, place, and promotion with
the purchase decision of a customer. It further indicated that the marketing mix with an overall marketing mix
also less than 0.001 with a positive correlation coefficient of 0.691**. This demonstrates the presence of a
marketing mix that is positive, clear, and consistent. These results, therefore, provide a rationale for concluding
that the marketing mix and customer purchase decision do in fact have a relation in which the null hypothesis is
rejected.
DISCUSSION
The result of this study was supported by Albattat (2019), who found that customers highly preferred freshly
baked goods and a diverse product selection. It creates high customer interest, leading to a purchase decision.
Similarly, Rivas et al. (2023) emphasized that product quality can enhance customer satisfaction, foster loyalty,
and contribute to business sustainability. Additionally, Rahmatunnisa and Muhiban (2023) affirmed that the
quality of the product is a crucial factor in making a purchase decision.
This also supports the studies that the price is one of the main factors to be considered in purchasing goods. If
the price of a product aligns with the customer's needs, it will lead to their positive perceptions of the product.
Additionally, clearly stating price information can attract customers to make a purchase, such as by
highlighting prices according to product quality, as customers tend to choose products based on pricing (Nilda
et al., 2020; Zulkarnain & Ahadiat, 2022). Furthermore, businesses that carefully balance competitive pricing
and perceived quality attract a diverse range of customers (Aldani, 2025).
Additionally, this study aligns with a previous study, which focuses on marketing by attracting customers to
purchase, as customers prefer to buy bakery products from a convenient location (Albattat, 2019). Furthermore,
a key factor in attracting more customers is the location of the shop, which should be near the town and safe
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and secure for the public (De Jesus, 2020). In addition, Inaolaji and Narci (2022) suggested that products and
services must be made available to customers at a suitable location and with accessibility.
Furthermore, this finding is consistent with previous studies, which suggest that promotion is important in
influencing customer purchase decisions, as it is one of the strategies used to persuade customers to make a
purchase, often in combination with the physical characteristics of the store (Anjelika & Sinaga, 2022; Xia,
2023). In addition, Saranza et al. (2024) highlighted the importance of displaying baked items creatively in
store windows and using unique in-store displays to attract attention and encourage walk-in customers.
Additionally, promotional signage emerges as a potential tool for influencing customer purchasing decisions.
Furthermore, according to Abellana and Alonzo (2025), although online platforms offer new possibilities for
business expansion, bakeshops have limited social media presence because they face challenges in digital
unfamiliarity, and they rely on face-to-face transactions and traditional retail operations.
Overall, the result of these four variables supports the conclusion of Albattat (2019) that the marketing mix is a
marketing strategy that helps the company build its product branding and achieve effectiveness. In addition,
Pornnapa & Tharnupat (2022) stated that the quality of bakery products can attract customers, and they tend to
purchase them if they are more affordable, as some are price-conscious. Additionally, the place convinces
customers to purchase each time they are within the bakery stores. Furthermore, Aldani (2025) confirmed that
the companies that effectively manage product quality, pricing strategies, distribution channels, and
promotional efforts can create a compelling value proposition that attracts and retains customers.
In terms of the level of customer purchase decision in a local bakery, this study aligns with Assidiki &
Budiman's (2023) findings, which suggest that when product quality and promotion are good, and the price is
improving, the community's purchase decision will also be high. According to the study by Patel (2023), it was
also agreed that by offering high-quality goods at competitive prices, entrepreneurs can meet the needs of their
customers, resulting in satisfied customers who are more likely to recommend their products to others.
Furthermore, Aldani (2025) suggests that product quality, perceptions of value and affordability, providing
customers with easy access to products, and social media promotion all play a crucial role in shaping customer
purchase decisions.
The relationship between the marketing mix and customer purchase decision has been empirically substantiated
by Inaolaji & Narci (2022) and Anjelika & Sinaga (2022) that product influences customers purchase decisions
as products are crafted with the aim of customers willingness to purchase and meeting the customers needs. It
further indicates that the product and its quality matters in customers purchase decisions. In addition,
Rahmatunnisa and Muhiban (2023) stated that the product quality impacts customer purchase decisions,
ranging from preferences to decision makings and customers tend to choose high quality products.
Zulkarnain & Ahadiat (2022) noted that customers tend to choose products mostly based on the price, thus, the
most significant influence on customer purchase decisions is price. Moreover, Sinaga and Husda (2023) stated
that price has a substantial influence on customer purchase decisions and that products are more likely to be
purchased when the price is right or cheap enough. On the other hand, Aldani (2025) stated that value
perception and affordability impacts customer purchase decisions through the use of pricing strategies.
Putra et al. (2020) demonstrates that location positively affects customer purchase decisions since an
appropriate location can meet prospective customers’ needs. Meanwhile, consumers are time- and cost-
sensitive, and the location of a product impacts customers’ purchase decision (Sholihuddin et al., 2020). Lastly,
Sudirjo et al. (2024) argues that place positively and significantly influences the purchase decision, as an
accessible and time-efficient location tends to encourage buying.
In addition, Putra et al. (2020) argues that the promotion variable is of notable importance and significantly
impacts customer purchase decisions due to its essential role as a component of the marketing mix and a key
factor for companies in product launch advertising and demand generation. Conversely, Zulkarnain & Ahadiat
(2022), in in-depth qualitative studies, showed that promotions negatively impact consumer buying decisions
as they increase cost without an equivalent increase in sales. Also, Aldani (2025) emphasized, due to social
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media and personalized advertising, promotion plays a pivotal role concerning a customer's decision to
purchase a product.
In relation to the above, the results of the Spearman's rho test strengthened the conclusion that there is
correlation between the marketing mix and customer purchase decisions. As stated, the correlation strengthens
the relationship between customer purchase decisions and the marketing mix, and reiterates the role of the 4Ps
of marketing, i.e., product, price, place, and promotion. Moreover, the results were supported by multiple other
studies.
Anjelika & Sinaga (2022) point out that the components of the marketing mix, especially product, price, place,
and promotion, play a vital role in influencing customer purchase decisions. Likewise, Pornnapa & Tharnupat
(2022) noted that the components of the marketing mix influence customer purchasing decisions. Customers
are especially attracted to the smell of quality bakery products. Customers also engage in price comparison
most of the time, especially with competitive prices. Marketing location motivates purchases every time
customers are within the bakery. Furthermore, Aldani (2025) illustrated the importance of the marketing mix
concerning customer purchase decisions. It is posited that customers satisfaction, loyalty, and even sales within
a business are influenced greatly by the proper application of marketing strategies.
CONCLUSION
In regard to assessing the effectiveness of the marketing mix in relation to influencing customer purchase
decisions at the bakery in question, concluding that the effectiveness of the marketing mix the products, price,
place, and promotion is evaluation of the marketing mix is very practical. This means that the bakeshops in
Poblacion, Impasugong, Bukidnon have marketing plans that works in the 4Ps of marketing mix. It was also
noted that the 'place' element is most effective. This is because customers love proximity when buying bakery
items. While promotion being the least effective of the four Ps of marketing does not seem to have any
negative effect as customers do actively seeking and selecting discounted items.
In the context of customer purchase decision, the respondents purchase decision were most positively inclined
to the affordable price. This is also when most respondents agreed the most concerning the bakery being
recommended to others. This received the least level of agreement. High-quality goods are available at
reasonable prices in a conveniently located area; thus, they cultivate clientele goodwill, earning them referrals.
A reasonable assessment of the promotional various elements of the marketing mix was adequately gauged
connects to customer purchase decisions. Hence, the increased likelihood of a customer purchase is a direct
correlation of the efficacy of marketing mix elements. Relatively, the control of marketing mix elements
product, price, place, and promotion becomes the driving force in customer decision-making. Likewise, the
ability to master the interplay of product quality, pricing, and promotion prioritization with the distribution of
channels creates compelling customer value. Thus, targeting value becomes a central framework to guide the
attraction and retention of customers.
Findings Summary
The result of the study revealed that the local bakery marketing mix in terms of product, price, place, and
promotion is very effective and greatly influences customer purchase decisions. However, in terms of
promotion, the statement, 'The bakeshop has a social media presence that efficiently communicates to
customers about new products and specials,' received the lowest mean score and remains in the range of the
effective qualifier, which suggests that, while effective, promotion may need additional refinement, as it exerts
a lesser influence compared to the other components.
Further, the assessment finds the level of customer purchase decision to be "very high," meaning every single
statement significantly impacts the customer purchase decision. While the relationship between the
independent variable marketing mix and the dependent variable customer purchase decision is significant, and
therefore, the null hypothesis is rejected.
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Implications for Practice
The findings highlight that to enhance the marketing mix on customer purchase decisions, the bakery
management may want to explore the possibility of increasing its social media presence to better evaluate and
inform customers of new products and promotions as they become available. The management might consider
an online forum that enhances customer engagement, where customers can share their experiences, upload
pictures, and have conversations about various bakery products. Social media platforms are a great venue
containing rich customer stories that will invite customers to purchase and endorse products. The more alluring
the testimony, the more they will recommend it.
RECOMMENDATIONS
Bakery owners and managers wishing to improve customer interaction and the bottom line can undertake a
customer feedback initiative to gauge the business's performance. An evaluation checklist containing the items
customers most value can assist them in assessing and refining their marketing mix to align with prevailing
market trends and customers' perceptions. Innovating within the domains of baked goods, pricing, and
accessibility (both in-person and over social media), along with the introduction of prompts, will boost
customer acquisition and, consequently, the profits of the business.
To improve the experience of customers when purchasing, feedback on the bakeshop’s marketing mix can be
provided through surveys, reviews, and social media. This participation can show that consumer expectations
and preferences can be listened to and help businesses improve their offers.
To the Academic Researcher, given the limited number of studies on this topic, future studies in this area may
explore other relevant marketing elements. For example, researching the other 7Ps of marketing (product,
price, promotion, place, people, process, physical evidence) could provide useful insights in understanding
customer purchase decision in the bakery sector. Moreover, a more in-depth understanding of the role of the
marketing mix in customer purchase decision could be obtained through an investigation of employees’
perceptions, as the current research focuses exclusively on customers.
Hypotheses Testing Results and Decisions
H1: There is a significant relationship between the marketing mix (MM) and customer purchase decision
(CPD).
The results confirmed that the interaction between the marketing mix elements and the purchase decisions
made by the customers. Generally, the degree of association in the case of each marketing mix element and the
customer purchase decisions stands at a moderate level with a p-value of less than 0.001, which in essence is
lower than the 0.05 level that is acceptable. This indicates an association of the product, price, place, and
promotion with the purchase decision of a customer. It further indicated that the marketing mix with an overall
marketing mix also less than 0.001 with a positive correlation coefficient of 0.691**. This demonstrates the
presence of a marketing mix that is positive, clear, and consistent. These results, therefore, provide a rationale
for concluding that the marketing mix and customer purchase decision do in fact have a relation in which the
null hypothesis is rejected.
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