Content area
Full Text
Abstract
The aim of this study is to find out the impact of marketing mix on customer buying behavior. This study is conducted in the footwear industry of Peshawar. The data is collected from the customers through a structured questionnaire. A sample size of 400 customers was selected using convenience sampling techniques. Out of which 370 questionnaires have been returned; resulting in 92.5% response rate. In those filled questionnaires 15 were discarded because they were incomplete, while 355 questionnaires were used for data analysis. Data was analyzed through descriptive statistics, correlation analysis and regression analysis. Findings of the study reveal that there is a significant relationship between designing effective marketing mix and buying behavior in the footwear industry of Peshawar KPK, Pakistan. The findings are significant for the footwear industry where the sales volume can be increased by designing effective marketing mix strategies. Moreover, this learning is valid to the footwear industry of Khyber Pukhtunkhwa, Pakistan.
Keywords: marketing mix, product, price, place, promotion, buying behavior
Introduction
Marketing as a philosophy in business is probably as old as human civilization (Moore & Reid, 2008; Minowa & Witkowski, 2009). Furthermore, many years ago, marketing revolutionized the world economy, since then, it has been developing rapidly and now the entire businesses in the world are highly depending on marketing activities and philosophy for their success (Kotler & Armstrong, 2010). Moreover, many scholars have recommended marketing mix as one of important dimensions which affect consumer buying behavior.
One of the most important elements in business management is marketing mix. The marketing mix may be defined as controllable variables that the organization can manipulate to meet customer requirements profitably both in short and long term (Carthy, 1964). The marketing mix is considered as one of the key principles of marketing. It is considered as foundation of every marketing strategy (Ziethaml et al., 2006). Moreover, Ergen (2011) posits that "marketing mix" is the mixture of activities that are used to achieve a particular market needs. Furthermore, (Musungwini et al., 2014) explained, Marketing mix is not a systematic theory, but merely a conceptual framework that identifies the major decisions, managers make in configuring their offerings to suit consumers' needs .
The role of the marketer in the marketing mix is to...