[22] INFLUENCE OF MARKETING MIX ELEMENTS ON CONSUMER PURCHASE DECISIONS: EVIDENCE FROM CONSUMERS IN BENGALURU CITY

How to Cite the Article: Nethravathy K V & Ranjitha Y (2026). Influence of Marketing Mix Elements on Consumer Purchase Decisions: Evidence from Consumers in Bengaluru City. International Journal of Multidisciplinary Research & Reviews, 5(6),277-288. https://doi.org/10.56815/ijmrr.v5i6.2026.277-288

Abstract

The marketing mix, comprising Product, Price, Place, Promotion, People, Process, and Physical Evidence, continues to serve as a foundational framework for understanding how firms influence consumer behaviour. This study examines the relative influence of the seven elements of the marketing mix on the purchase decisions of consumers residing in Bengaluru City, a metropolitan market characterised by a young, digitally connected, and economically diverse population. Using a descriptive and quantitative research design, primary data were collected from 200 respondents across different localities of Bengaluru through a structured questionnaire administered on a five-point Likert scale. The data were analysed using descriptive statistics, correlation, and multiple regression analysis. The findings indicate that Price and Product exert the strongest positive influence on purchase decisions, followed by Promotion and Place, while People, Process, and Physical Evidence, although significant, show comparatively weaker influence. The study offers practical implications for marketers and retailers operating in the Bengaluru market and contributes to the limited body of regional empirical literature on marketing mix effectiveness in urban Indian consumer markets.