International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2025 Volume 13 Issue 8
Available Online: 12 December 2025
Author/s:
Laceste, Ronnie P.
Divine Word College of San Jose, Philippines (fresalie.herrera@deped.gov.ph)
Abstract:
This study employed an exploratory sequential design to identify the marketing mix that influences senior high school students’ decisions to purchase cosmetic products and to determine its effect on purchase decisions and on sellers’ marketing strategies. Data were collected from 339 female SHS students from the seven schools in the SAMARICA area. Findings reveal that price, product, promotion, people, and place were the five factors that emerged during the qualitative phase. Moreover, the data reveal that respondents placed the most significant emphasis on product safety, as these products are directly applied to their bodies. Also, this reveals that the decision to purchase cosmetics is not only a rational, function-driven process but also heavily influenced by social and emotional factors. The extrinsic need for social acceptance and a sense of belonging is closely related to the intrinsic drive for self-improvement and confidence. Therefore, consumers will continuously patronize a product from a particular seller if they are consistently satisfied with its price and quality, thereby ensuring sustained sales and, eventually, profit. The data also reveal that the purchase decision mediates the relationship between the marketing mix and choice of marketing strategies. Thus, the indirect or mediating effect of the marketing mix on the choice of marketing strategy is significant. Understanding their needs, wants, and buying decisions determines the organization’s success. Lastly, recommendations are enumerated to help manufacturers, marketers, distributors, and sellers determine and improve the processes, practices, procedures, and methodologies associated with cosmetic production and marketing.
Keywords: cosmetic products, market mix, purchase decision, Structural Equation Modeling (SEM), marketing strategies
DOI: https://doi.org/10.5861/ijrsm.2025.25524
Cite this article:
Laceste, R. P. (2025). Purchase decision: Its mediating effect on the relationship between the marketing mix and choice of marketing strategies in Occidental Mindoro. International Journal of Research Studies in Management, 13(8), 109-118. https://doi.org/10.5861/ijrsm.2025.25524