The Impact of Marketing Mix Model/Elements on Consumer Buying Behaviour:A Study of FMCG Products in Jaipur City

Pooja Sisodiya, Gargi Sharma
2018 International Journal of Technical Research & Science  
This paper takes a cautionary stance to the impact of marketing mix on consumer buying behaviour, on selected retail sector in Jaipur city. The objective of the study is to study the impact of demographic variables on consumer buying behaviour and to analyse the relationship between of marketing mix on consumer buying behaviour in FMCG Company. One way ANOVA and multiple correlation analysis is used to prove the hypotheses base on the marketing mix model 4Ps. Results reveal that all the factors
more » ... of marketing mix have significant relationship between consumer buying behaviour whereas price factor exerts greatest influence on consumer buying decision. These findings contribute to the literature relating to retail marketing and have marketing implications for bringing traffic into supermarkets and increasing sales.
doi:10.30780/ijtrs.v3.i1.2018.016 fatcat:dahhtva7t5cjpm5ydyvzhzpnyy