Journal Press India^®

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This is a comprehensive exploration of the influence of the marketing mix on consumer behaviour in the E-commerce era, along with other contributing factors. The study confirms a prevailing preference for online shopping, shaped by economic considerations and time constraints. Consumers are notably influenced by advertisements, product reviews, discounts, special offers, brand reputation, and trends. The benefits derived from strategic marketing decisions encompassing product, price, place, promotion, people, process, and physical evidence are extensive. Noteworthy findings include the success of online advertisements in inspiring 60% of respondents to engage in online shopping and the attractiveness of special offers and discounts disseminated through online ads. Furthermore, in E-marketing, customers prioritize price, offers, and product quality, with emphasis on accessibility and personal convenience. While timely delivery is considered, it holds less sway than factors such as price, discounts, and quality. 

Keywords

Marketing mix. Digital marketing mix, E – commerce, consumer behaviour

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