Title: An empirical analysis to study the impact of marketing mix elements on overall quality of water purifiers: evidence from India

Authors: Vikram Sharma; Vikas Gautam

Addresses: ICFAI Business School Gurgaon, IDPL Complex, Old Delhi-Gurgaon Road, Dundahera, Gurgaon, 122016-Haryana, India ' ICFAI Business School Gurgaon, IDPL Complex, Old Delhi-Gurgaon Road, Dundahera, Gurgaon, 122016-Haryana, India

Abstract: The paper presents the results of a study conducted in India that assesses the impact of marketing mix elements on overall quality perception of customers about water purifiers. The results of confirmatory factor analysis confirmed the factor structure of marketing mix elements (product, price, promotion and place). Moreover, multiple regression results showed that barring place, all other marketing mix elements viz. product, price, and promotion have positive significant impact on overall quality perception of customers. The sample comprised of 253 respondents.

Keywords: water purifiers; marketing mix elements; confirmatory factor analysis; CFA; correlation analysis; multiple regression analysis; India.

DOI: 10.1504/IJBFMI.2018.088630

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.1, pp.86 - 98

Received: 10 May 2017
Accepted: 03 Aug 2017
Published online: 13 Dec 2017 *

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