MARKETING MIX AND CONSUMER BEHAVIOR

Abstract

Marketing mix is the combination of strategies and activities that companies use to sell their goods and services. By focusing on the people who buy, a company can pick the right features for the product, the right price and distribution outlets, and the right words and approaches for promoting the product. The entire success of the company lies in the amount of belief and loyalty; its customers are having in it. Consumer behavior analysis is an important domain for a marketing manager as it gives insight into a
number of factors which affect sales and relationships that are not in the control of a company. What is in control of a manager is the marketing mix. The marketing mix allows a marketer to better relate to the identified target market; based on the characteristics of the target market, the marketer will “build” the marketing mix elements around the target market.