Using marketing mix for the competitive marketing strategy: the effect of marketing mix on consumer buying behavior

Abstract

The purpose of this research is to investigate the effect of marketing mix elements on consumer buying behavior. Also. this study tries to understand the importance level of each instrument in terms of gender. An empirical study was conducted in the city of Van with 552 respondents. The data were analyzed through mean scores and t- test. Findings indicate that marketing mix elements have different levels of effect on product and service preferences and the importance level of marketing mix shows differences in terms of gender.