Marketing mix and purchase decision of consumers for a new product
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Date
2017
Journal Title
Journal ISSN
Volume Title
Publisher
University of Management and Technolog
Abstract
Marketing mix provide help to establish a framework through which the companies develop plan for the successful achievement of their marketing activities. These four are the components of marketing mix (product, price, place, promotion). Research is conducted to examine the influence of marketing mix strategy of company on the purchasing decision of the customers for a new product. Researcher used population of Faisalabad in which sample of 100 respondents were selected. Convenient sampling technique being used by the researcher. A questionnaire is designed and after the successful trial, it distributed among the 100 respondents. Personal interview method used by the researcher. For analysis, answers of the respondents has putted into SPSS. Results shown that three factors (price, product and promotional activities) of marketing mix effected the purchase behavior of the customer. There is no significant impact of place on the purchase behavior of respondent found. Now companies are designing their marketing mix strategy which resulted increase in the level of loyal customers, because loyal customers are the asset of the company and they can provide a long run benefit to the company.
Description
Supervised by: MR. FAIQ AHMED
Keywords
Convenient sampling technique being, loyal customers,Marketing mix provide help