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Patrons’ behaviours towards Malaysian slimming centres: paradigm of marketing mixes

Hasliza Hassan (Faculty of Management, Multimedia University, Selangor, Malaysia)
Abu Bakar Sade (Putra Business School, Universiti Putra Malaysia, Selangor, Malaysia)
Muhammad Sabbir Rahman (Department of Marketing and International Business, North South University, Dhaka, Bangladesh)

International Journal of Human Rights in Healthcare

ISSN: 2056-4902

Article publication date: 3 May 2019

Issue publication date: 28 June 2019

Abstract

Purpose

Slimming centres have become a hot spot for people to reduce their size and reshape their body figure through the sophisticated and modern treatments that are provided by the therapists. The purpose of this paper is to examine the influence of price, place and promotion on the behavioural intention to consume the slimming treatments.

Design/methodology/approach

This research is a cross-sectional study in which 308 primary data were collected for descriptive analysis, confirmatory factor analysis and structural equation modelling. The data were collected through a survey questionnaire that was distributed to respondents who have experience in consuming slimming treatment at a slimming centre.

Findings

The majority of slimming centre consumers are working women aged 25 and above from urban areas. As an attraction, the pricing strategy is a very important influence on consumers to consume the slimming treatment at slimming centres. Although the main target market for slimming centres is career women who are earning an above average income, an excessively high price might weaken the behavioural intention of the consumer to consume the service since Malaysian women are very price conscious. The findings also indicate that there is a significant correlation relationship between price and promotion as well as place and promotion.

Originality/value

This research is expected to contribute in terms of providing more knowledge about this industry, since there are still limited findings pertaining to slimming centres, especially in the Malaysian market.

Keywords

Acknowledgements

This research paper is part of the Mini Fund research project. Special appreciation is given to the Research Management Centre of the Multimedia University, Malaysia, for supporting this research project (Project ID: MMUI/160014).

Citation

Hassan, H., Sade, A.B. and Rahman, M.S. (2019), "Patrons’ behaviours towards Malaysian slimming centres: paradigm of marketing mixes", International Journal of Human Rights in Healthcare, Vol. 12 No. 3, pp. 225-239. https://doi.org/10.1108/IJHRH-06-2018-0041

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited