Title: Analysing the impact of perceived quality on consumer purchase behaviour and decision-making from the perspective of a marketing mix

Authors: Runumi Das

Addresses: Department of Business Administration, Tezpur University, Napaam, Tezpur, Assam, 784028, India

Abstract: The marketing strategy mix consists of advertising tools businesses use to influence customer responses and shape service characteristics. This study investigates how marketing mix elements affect consumer purchasing decisions in retail and e-commerce. A stratified sampling method was used to select 616 respondents, divided into customers and non-customers. Data was collected through a self-administered questionnaire, focusing on hedonic factors like entertainment, mental imagery, and aesthetics, which influence consumer satisfaction, defined as the extent to which products or services meet customer expectations. Using SPSS and a 5% significance level, results showed a strong link between marketing mix and consumer behaviour, with an unstandardised coefficient of 14.576. The study also revealed that convenience, simplicity, and lower prices are primary drivers for online shopping. These findings highlight how businesses can enhance consumer satisfaction by refining marketing strategies and maintaining consistent product quality, especially in a competitive online environment.

Keywords: consumer purchase behaviour; self-administered questionnaire; one-stage stratified sampling technique; decision-making; marketing mix; purchase decision.

DOI: 10.1504/IJMDM.2026.152084

International Journal of Management and Decision Making, 2026 Vol.25 No.2, pp.129 - 158

Received: 09 May 2025
Accepted: 25 Jul 2025
Published online: 06 Mar 2026 *

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