Impact of Marketing Mix Factors on online Purchase Decision: Study on Electronic Product Buyers

The study contributes to deeper understanding of the impact of different marketing mix factors on consumer online purchase decision of electronic products. It analyses the relationship between several independent variables of marketing mix factors such as product, price, promotion, place and online purchase decision (as the dependent variable) of electronic goods. The purpose of this study is to determine the factors of marketing mix affecting online purchase decision of electronic products. The data employed to analyze the factors influencing consumers’ purchase decision-making processes were obtained through a questionnaire that was collected in January 2019from online buyers from Delhi inIndia. The major findings of the study indicated that, overall, the set of independent variables are strongly associated with online purchase decision of consumers or not. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer online purchase decision and improving consumer satisfaction.