Marketing Mix and Digital Decisions – A Study on the Online Shopping Preferences among Undergraduate Students

Abstract

Marketing mix has evolved from the traditional 4Ps – Product, Price, Place and Promotion to a customer-centric model that considers the changing digital commerce landscape. This research study examines the influence of marketing mix attributes on the online shopping behaviour among undergraduate students pursuing Commerce and Business Administration degrees in a higher education institution in South India. A sample of 168 students were taken for the study. A structured questionnaire was developed using the 5-point Likert scale to collect data from the students. The results of the research study indicate varied degrees of influence among the marketing mix attributes. Product and place attributes showed strong correlations with the purchasing behaviour. The most preferred platform and payment method were Amazon and cash-on-delivery, respectively. The research findings of this study offer insights into the marketing mix elements and provide a foundation for tailoring marketing strategies to accommodate the needs of consumers, especially students who form a significant part of the online consumer population that are digitally dependent.