The Influence of Marketing Mix on Consumer Buying Decisions in the context of Fast Moving Consumer Goods

Abstract

Customer behaviour is the aggregate of how individuals perceive, decide their requirements, buy and experience products, and proceed to address issues. The customer plays the roles of user, payer, and buyer in consumer buying decisions. The objective of the paper is to examine the relationship between the marketing mix elements and consumer buying decisions of fast-moving consumer goods. The study for the research was conducted in Aizawl, Mizoram. A total of 106 respondents, 57 (53.8%) of the participants belong to the age group 19-29 years, 30 years and above (38, 35.8%), and 18 years and below (11, 10.4%). The male participants (61, 57.5%) are more than the female (45, 42.5%). Quantitative and structured questionnaires were designed and the data were collected through an online survey tool. Analysis and interpretation of data were performed using descriptive and frequency statistics, reliability statistics, correlational matrix, and one sample T-test in Jamovi. A one sample T-test was executed to present the relationship between the marketing mix elements to consumer buying decisions of fast-moving consumer goods. The results indicated that Product (H1, p<0.001), Place (H2, p<0.001), Promotion (H3, p=0.001), and Place (H4, p<0.001) of the marketing mix are significantly related to consumer buying decisions.