Impact of Marketing Mix on Consumer Purchasing Behaviour in Online Retail Industry

This research examines the significance of marketing mix in changing the consumer buying behaviour within the online retail industry. It explores the concept of marketing mix, the elements of marketing mix, consumer purchasing behaviour, factors related to marketing mix that impact consumer purchasing behaviour, and the importance of marketing mix in the online retail industry. The research methodology includes a quantitative approach with a sample size of 30 customers. The limitations and recommendations for future research are also discussed.

Research Methodology Exam
and activity
(Impact of marking mix on consumer purchasing
behaviour. A case of online retail)

Table of Contents
INTRODUCTION ..........................................................................................................................3
RESEARCH BACKGROUND AND QUESTIONS .....................................................................4
Research background..................................................................................................................4
Research questions .....................................................................................................................4
LITERATURE REVIEW ...............................................................................................................5
Explain about the concept of marketing mix which assist online retail industry? .....................5
What are the elements of marketing mix? ..................................................................................5
What is the concept of consumer purchasing behaviour within online retail industry? ............5
What are the factors related to marketing mix that impact consumer purchasing behaviour? . .5
What are the importance of marketing mix levied upon consumer buying behaviour in online
retail industry? ............................................................................................................................6
Research gap...............................................................................................................................6
RESEARCH METHODS................................................................................................................7
Research Choice..........................................................................................................................7
Research design ..........................................................................................................................7
Research Approach.....................................................................................................................7
Sampling technique and sample size...........................................................................................8
Data collection technique ...........................................................................................................8
LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH.............................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing mix introduces to the set of actions or tactics, that an organisation uses to
promote its product or brand in market. Marketing mix includes 7 elements in which 4 are
related with the products and remaining 3 are related with the service. These elements are
important for an organisation in increasing awareness about the brand among customers and in
market (Batat, 2019). Consumer buying behaviour refers to the study of individuals, groups, or
organizations as well as the processes they follow to select, secure, use, and dispose of services,
products, experiences, or ideas to fulfil requirements and the impacts that these processes have
on the consumer. In general terms, marketing mix is the mixture of different factors that can
encourage a consumer's decision to buy a product or use a service. For this research, online retail
industry is a give case. This is a type of industry and in which retailer sell their products or
service through online platforms. Main research problem within an investigation is related with
the importance of marketing mix in changing buying behaviour of consumer. If an organisation
not follow marketing mix that will have negative impact on consumer's buying behaviour. It
means, there is lack of information about the products, price of product, lack of promotional
activities etc. These will impacts in changing the consumer's buying behaviour that results in
switching one brand to another brand.
Research Question
What is the significance of marketing mix in changing the consumer buying behaviour
within online retail industry?
SMART objectives of the Research
 To analyse the concept of marketing mix which helps online retail industry.
 To identify four elements of marketing mix with 3 service elements as well.
 To critically evaluate the consumer purchasing behaviour.
 To identify factors related to marketing mix that impact consumer purchasing behaviour.
 To analyse the importance of marketing mix levied upon consumer buying behaviour in
online retail industry.

RESEARCH BACKGROUND AND QUESTIONS
Research background
Marketing mix is an effective approach and tool used by companies to promote their
products or services in market and to the customers. This is a significant approach that helps
online retailer to attract customers towards their brand. This research is important at personal as
well as academic level. At personal level, this research helps investigator by improving its
research skills including data collection, data analysis, literature review, time management etc.
These skills facilitates researcher in completion of entire project systematically and effectively
(Dost and et. al., 2019). At academic level, this study will also help students by enhancing their
understanding about the elements of marketing mix, study of consumer buying behaviour, factors
of marketing mix and their impact on consumer purchasing behaviour and importance of
marketing mix. These important are essential for students by increasing their knowledge and
understanding and also enhancing their career growth. Main problem of this research is the
importance of marketing mix in changing buying behaviour of consumers. This is important for
researcher to identify how marketing mix helps online retailer in changing of consumer's buying
behaviour. According to the research title, there are some research questions that will be essential
in accomplishment of research objectives.
Research questions
 Explain about the concept of marketing mix which assist online retail industry?
 What are the elements of marketing mix?
 What is the concept of consumer purchasing behaviour within online retail industry?
 What are the factors related to marketing mix that impact consumer purchasing
behaviour?
 What are the importance of marketing mix levied upon consumer buying behaviour in
online retail industry.

LITERATURE REVIEW
Explain about the concept of marketing mix which assist online retail industry?
According to the Acutt (2020), marketing mix refers to the marketing tool that combines
different elements in order to strengthen as well as solidify a product's brand and to facilitate sell
the products or services. In addition, it is the mixture of controllable marketing variables the
company uses to follow the sought level of sales within the target market.
What are the elements of marketing mix?
As per the view presented by Juneja (2020), Marketing mix includes 7 elements which
are product, price, place, promotion, process, physical evidence and people. All these are main
and important elements because it helps online retail industry in attraction of maximum
customers. 4 elements of marketing mix are related with the product such as price, place,
promotion and product, and remaining 3 components are related with service which are people,
process and physical evidence.
What is the concept of consumer purchasing behaviour within online retail industry?
According to the Kumar, Hundal and Kaur, (2019), consumer buying behaviour
introduces to the action taken by consumers before purchasing a product or services. This is also
known as process that include engaging with social media posts, consulting search engines or a
variety of other actions. It is important for online retailer to know this process because it
supports them bin attraction of large customers and also in improvement of brand image.
What are the factors related to marketing mix that impact consumer purchasing behaviour?
According to the Sriram and et. al., (2019), marketing mix has 7 factors such as price,
product, place, promotion, physical evidence, people and process. All these are important factors
for an organisation in increasing of customer base. Product, price, place and promotion are most
effective and important factor for online retail industry in changing of consumers buying
behaviour. Quality of product is important element because it helps retailer in attraction of
customers. Along with this, promotional activity is also essential for online retailer to change
customers buying behaviour towards the brand.

What are the importance of marketing mix levied upon consumer buying behaviour in online
retail industry?
According to the Sudari and et. al., (2019), Marketing mix is an important for retail
organisation because it will helps them in changing of consumer's behaviour towards the brand.
Providence of quality products through online is a biggest advantage for retail industry in
changing buying behaviour of the customers. Attractive promotion of products or brand will also
support in attracting large number of clients within less period of time. Price is also consider
essential element of marketing mix that impact on consumer's buying behaviour in direct way.
Research gap
Research gap is the missing information or data about the specific topic. Within an
investigation, main research gap is the significance of marketing mix in changing the consumer
buying behaviour within online retail industry (Joshi and Rahman, 2019). In previous studies,
there were information available about the significance of marketing mix, but there were missing
or lack of information regarding the effectiveness of marketing mix in changing consumer's
buying behaviour. Research questions helped researcher in fulfilment of research and also in
accomplishment of research aim and objectives.

RESEARCH METHODS
This is an important part of research methodology that introduces as a systematic process
of collecting and analysing information about the specific field of study. This section includes
different aspects that will be useful for researcher in carrying out this investigation over the
significance of marketing mix in changing the consumer buying behaviour within online retail
industry (Matic and et. al., 2019). These aspects will be explained as below:
Research Choice
There are basically three choice of research including mono method, mixed method and
multi-method. These are consider main choice of the research but for conducting present study
over the importance of marketing mix in changing the consumer buying behaviour within online
retail industry, mono method is effective choice for researcher because it will helps them in
collecting of only one type of information, either qualitative or quantitative. For this study,
quantitative method under mono choice will be selected (Othman and et. al., 2019). Main reason
behind using this method is it facilitates in gathering and evaluating of numerical data in less
period of time. Qualitative method is not valuable for conducting this research because it
requires more time and resources while gathering data from the qualitative method i.e. interview.
Research design
Entire activity of research project is depend on the research design which is executed by
investigator for identifying the impact. There are three important types of research design
including experimental, descriptive and exploratory (Sharma, Nasreen and Kumar, 2019).
According to the current topic or study, descriptive is the design which will be more appropriate
and suitable for the research topic and through this, conclusion can be derived in effective and
systematic manner. Experimental and exploratory types of research design are not useful for
carrying out this investigation because it not facilitates in identifying of impact and also in
deriving of valid conclusion.
Research Approach
This is a useful selection of data analysis that will be divided into two types which are
inductive and deductive. Inductive approach is useful for researcher while they need to analysis
information in qualitative manner, whereas deductive approach is use for analysing quantitative
information (Kumar, Shankar and Aljohani, 2019). Both form of data analysis are effective but

for executing present investigation on the significance of marketing mix, deductive approach is
more valuable because it assist in evaluation of quantitative or numerical information minimum
less period of time. On the other side, inductive approach is not valuable for doing this
investigation because this approach require gathered qualitative data that results in maximum
time as well as resources. Thus, deductive approach will be used for conducting this study timely
and in systematic manner.
Sampling technique and sample size
Sampling is the process of sample selection used by researcher for selecting respondents
according to the research. There are two techniques of sampling such as probability and non-
probability. Both techniques are useful in selection of sample but within an investigation,
probability technique of sampling will be followed by the researcher. By using this type of
sampling 30 customers within online retail industry will be selected randomly (Othman and et.
al, 2019). Therefore, simple random sampling under probability sampling is more useful for
carrying out this investigation successfully. Non-probability technique of sampling is not
essential for researcher because it takes maximum time as well as cost of investigator.
Data collection technique
Data collection is the process of collecting information about the specific area of study
through number of techniques. There are different techniques of data collection such as
interview, questionnaire, observation, focus group etc. All these are consider effective techniques
of data collection but for collecting information regarding the significance of marketing mix in
changing the buying behaviour of consumer within online retail industry, questionnaire is more
useful technique (Arthur, Asmara and Simanjuntak, 2019). In this technique, researcher will
require in making of close-ended questions, that is essential for them because it helps in
collecting of valid and reliable information as well as saving their time and cost. Thus,
questionnaire is useful technique within an investigation for researcher to accomplish research
aim and objectives and collect valid outcomes.

LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH
There are number of limitations for carrying out this investigation. These limitations are
lack of time, unethical behaviour of respondents, cost provided for doing this study is less etc.
These are major limitations that have direct effect over the researcher performance. This reduce
the confidence and performance level of researcher that turn to impact them in completion of
entire study in given time and cost as well as in ethical manner. In order to overcome these
limitations, there are some recommendations to the researcher. Firstly, for reducing the time
limitation, researcher will use Gantt chart. This chart helps them by providing accurate
information regarding the starting and ending time of each activity (Othman and et. al., 2020).
There is also recommendation to the researcher to follow each principle of research ethics and
also make 1 open-ended questions. In this, respondents are completely free in providence of their
opinion about the research topic. There is also a main recommendation for researcher in doing of
further study successfully. For this, researcher will use an alternative research methodology
which is interview. This is a technique of primary and qualitative data collection and helps
investigator in carrying out of future research systematically.

REFERENCES
Books and Journals
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Joshi, Y. and Rahman, Z., 2019. Consumers' sustainable purchase behaviour: modeling the
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Online
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