The Impact of Buyer Intentions on Marketing Mix Elements in Universal Store

Running head: RESEARCH ENQUIRY
RESEARCH ENQUIRY
Name of the student
Name of the university
Author note

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Topic: The impact of buyer intentions on marketing mix elements in Universal store
1. Research problem
1.1 Background
The research will aim at identifying the critical marketing mix elements in Universal
store and the manner in which the buying behavior of the university students might be
influenced. The delineation of the student’s buying behavior will be supporting the concerned
business venture in bringing forth modifications in the offerings and the marketing elements. The
evaluation of the marketing mix elements of the concerned business will help in identifying the
drawbacks and align the same with an assessment of students’ buying behavior (Lu, Chang and
Chang 2014).
Schivinski and Dabrowski (2016) stated that the marketing mix elements of an
organization helps the same in attracting the attention of the target audience towards the
propositions. On the other hand, Familmaleki, Aghighi and Hamidi (2015) noted that the
enumeration of the marketing mix elements are dependent on the assessment of the buying
behavior and the preferences of the customers. Moreover, Kudeshia and Kumar (2017) also
stated that organizations plan their marketing elements in the mix after assessing the needs and
preferences of the customers in the market.
Ioanăs and Stoica (2014) stated that the knowledge of the needs and preferences of the
customers help an organization in developing the marketing operations from product
development to the distribution of the same. However, the concerned business undertaking has
little knowledge on the preferences of the customers and their buying behavior, which has
challenged the capabilities of the same in attracting the attention of the university students.

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Davari and Strutton (2014) noted that the marketing activities are undertaken by a business in
order to attract the attention of the target customers towards the offerings. However, the
concerned organization failed to identify the preferences and needs of the university students, the
target customers, which incapacitated the marketing mix elements (Morwitz 2014). On the other
hand, the lack of suitable marketing operations of the business affected the sales volume
drastically. Khemchotigoon (2014) noted that promotional activities that are undertaken by the
organizations helps the same in attracting and influencing the buying behavior of the target
customers.
The concerned business has taken no initiative of promoting the range of offerings to the
customers, which has affected the capabilities of increasing the sales volume. On the other hand,
the lack of promotions also affected the capabilities of the organization in making the target
customers aware of the brand image or the quality of the offerings. The marketing mix elements
are based on the assessment of the psychological and behavioral needs and preferences of the
customers (Ye and Zhang 2014). Therefore, the assessment of the buying behavior of the
customers and the marketing propositions of the concerned business will help in identifying the
possible ways through which the sales volume might be enhanced.
1.2 Problem statement
The research will examine the relationship between the marketing mix elements of the
venture and the student’s buying behavior for identifying the possible steps that might be taken
for enhancing the sales volume.
The research will help the decision maker in identifying and establish the relation
between the marketing elements and the buying behavior of the target group of consumers. The

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research will help the decision maker in identifying the different recommended activities that
might be undertaken for enhancing the sales volume through modifications in the marketing mix
elements depending on the buying behavior of the customers.
2. Research questions and hypothesis
2.1 Research question
The research questions for the study will be:
 What are the marketing mix elements used by the concerned business?
 What are the buying behavior patterns of the target customers of the concerned business?
 How is the buying behavior of the customers related to the marketing initiatives of the
business?
 What recommended activities might be undertaken by the concerned business for
maximizing the sales volume?
2.2 Hypothesis
H0 – Marketing mix of the concerned business is not related to the customer buying behavior
H1 - Marketing mix of the concerned business is related to the customer buying behavior