Abstract
Marketing mix is the combination of strategies and activities that companies use to sell their goods and
services. By focusing on the people who buy, a company can pick the right features for the product, the
right price and distribution outlets, and the right words and approaches for promoting the product. The
entire success of the company lies in the amount of belief and loyalty; its customers are having in it.
Consumer behavior analysis is an important domain for a marketing manager as it gives insight into a
number of factors which affect sales and relationships that are not in the control of a company. What is
in control of a manager is the marketing mix. The marketing mix allows a marketer to better relate to the
identified target market; based on the characteristics of the target market, the marketer will “build” the
marketing mix elements around the target market.
Keywords: Marketing Mix, Consumer Behavior, 4p