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

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.