THE RELATIONSHIP BETWEEN PRODUCT MIX ELEMENTS AND CONSUMER BUYING BEHAVIOR INSHOPPING MALLS OF INDORE

Dr. Prachi Rathi, Dr. Ruchi Mantri

Abstract


Abstract: This study aims to identify the relationship between product mix elements and consumer's buying behavior in malls(Indore city) .To identify the relationship between product mix elements and consumer's buying behavior, specific independent variables such as product package, brand name, product information and product quality has been considered. The researchers designed a questionnaire based on previous studies and the questionnaire was given out to 400 respondents, only 186 were valid for the analytical descriptive study. SPSS was used to analyze the data. The main result of this study indicates that the product's quality, information, brand name and package has a significant positive relationship on consumers' buying behavior, were product information and product quality had the most contribution which effect consumers' buying behavior.

Keywords: Product mix, Brand name, Package, information, Quality, consumer buying behavior, Indore.


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References


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