Role of marketing mix towards the purchase of laptop with reference to Coimbatore city-a study
E. Sam, M.S Baby
Marketing Mix is one of the most fundamental concepts in marketing management. For attracting consumers and for sales promotion, every manufacturer has to concentrate on four basic elements/components. These are: product, pricing, distributive channels (place) and sales promotion techniques. Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the products to others. Here Marketing mix plays an important role as marketing mix is used to reinforce the advantages of product (Laptop) carefully, reflecting its core value and positioning. Different market researcher in customer buying behavior gives a answer the questions such as consumers buy, how consumers buy, where consumers buy, when consumers buy and why Consumers buy. So in order to expand our knowledge base and to come up with a reasonable solution to the above discussed problem the project has been undertaken. This research will determine and focusing which marketing mixes competency influence on purchasing buying behavior among the laptop buyers. Marketing mixes competency are such as price, product, promotion and placement. Besides that this study investigated the role of family members as a moderating variable to influence the relationship between independent and dependent variables. This study also interested to understand the level and pattern of laptop purchase by laptop buyers.