The Influence of Fundamental Components of Marketing Strategies (4p’s) on Customer Satisfaction in Chennai District

Abstract

This study paper explores the crucial impact that the marketing mix plays in influencing consumer satisfaction in the context of online shopping. Product, pricing, location, and promotion make up the marketing mix, which is the basic framework that enables businesses to entice and retain customers in the online market. In the digital era, companies must prosper by comprehending how these marketing elements impact client satisfaction, especially since e-commerce has expanded in popularity. This study used a mixed-methods strategy to collect both qualitative and quantitative data. Through a comprehensive review of the literature, the study creates a theoretical framework for the relationships between components of the marketing mix and consumer satisfaction in the context of online shopping. Then, primary data is gathered via focus groups and web surveys to get insights from actual consumers. For this research project, 100 responses were gathered. Utilized as statistical software is R - Programming. In this study article, regression and correlation analysis have been used as research instruments.