Abstract

The actions of producers in a marketing plan are influenced by the quick and dynamic commercial growth environment. Today, it is crucial for retail managers to comprehend and anticipate how various consumer kinds would act while acquiring various goods and services to meet their wants. As a result, in order to gain a competitive edge in the market, a number of retailers have concentrated on forming positive consumer perceptions of their brands in an effort to sway consumers' purchasing decisions. There are numerous strategies for advertising a firm using the marketing mix. To meet the wants and expectations of the customers, the marketing strategy is therefore linked to the products, prices, promotions, and location. Consequently, the goal of this study is to evaluate the 4Ps of marketing. The study's specific goal is to evaluate the levels of product, price, promotion, place, and buying choice. Additionally, correlation research is conducted to see if there is a connection between purchase decisions made by customers and factors such as product, price, promotion, and location. In this study, data were gathered using a questionnaire as part of a survey approach and a quantitative research design. The conceptual study frameworks of product, pricing, promotion, and place make up the independent variables. The dependent variable is the consumer's choice. The results show that generally the 4Ps of the marketing mix may influence their choice of product. Considering the outcomes of this, some recommendations have been suggested to improve on the part that they are weak on so that it becomes better in future. In this case, marketers must create an effective marketing strategy, which is necessary to first understand what business is being carried out because the service or goods business is a different business. Several articles and research findings suggest that marketers make a distinction between goods and services businesses, and vary their marketing strategies to satisfy customers. One form of marketing strategy that is able to support marketing products to create consumer satisfaction is the use of a marketing mix that includes product, price, promotion, and place.

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