The Factors Influencing Consumer Behavior Decision to Purchase Products in Walking Street Market in Chengdu City, China

Abstract

This study examines the factors influencing consumer purchase decisions in the Walking Street Market of Chengdu, China, focusing on demographic characteristics and the 7Ps of the Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence). A quantitative survey methodology was employed, with data collected from 450 consumers through structured questionnaires using convenience sampling. The collected data were analyzed using descriptive statistics (e.g., mean, standard deviation) and inferential statistics (e.g., t-tests, ANOVA, and multiple regression) to test the hypotheses at a 95% confidence level. The results indicate that age and education significantly affect purchase decisions, whereas gender, occupation, and monthly income do not. Among the 7Ps, Product, Price, Place, and Physical Evidence have significant positive influences on purchase decisions, whereas Promotion, People, and Process do not. The findings provide practical recommendations for vendors and market managers to optimize marketing strategies, enhance consumer purchase intentions, and improve market competitiveness.