IMPACT OF CONSUMER CENTRIC MARKETING MIX ELEMENTS ON CONSUMER BUYING BEHAVIOR; AN EMPIRICAL INVESTIGATION IN CONTEXT OF FMCG INDUSTRY OF PAKISTAN

Abstract

The pivotal role of Consumers in modern marketing sphere has emerged the need for marketers to become customer focused rather product or producer focused. This transition has indeed revitalized the theory of marketing mix elements but with a modified form from 4P’s to 4 C’s paradigm. The ever increasing role of customers in the marketing philosophy has signified the need for shifting from being producer centric to being consumer centric. Keeping in view this need for an innovative marketing model, the aim behind this research is to discern the effects of 4C’s on users purchasing behavior. Grounded on positivism paradigm the cross sectional technique was adopted for the collection of primary data but the use of quantitative research method. A Sample of 300 FMCG customers was selected using multiple sampling techniques to accommodate geographic dispersion as well as demographic
diversity of the customers of FMCG. Three clusters were drawn from Lahore, Karachi and Islamabad. Then the data was gathered using close ended questionnaires. The Correlation and regression were applied for the testing of hypotheses. The results showed that the more companies are consumer centric, the more consumers behave in favor of the company’s products. It is found that consumer solution, consumer convenience, consumer communication have positive and strong connection with the customer buying behavior.
Whereas consumer cost have negative relationship with consumer buying behavior.