Role of Marketing Mix in Developing E-Loyalty in Online Shopping
In the past decades, it is observed that there has been a big change in shopping trends
adopted by customers. Although customers continued to buy from the physical store,
customers feel online shopping to be much easier because it frees the shopper from
physically visiting the store. Online shopping has its unique advantages as it reduce
the time and effort required for travelling to a traditional physical store. It's easier to
compare and decide sitting at home or office various features and price of different
products of different competitors. A variety of products and services are available
online which help shoppers in getting the best deal.
Neil H. Borden promotes the term "marketing mix" after it got published in his article,
"The Concept of the Marketing Mix," in 1964. Borden's "marketing mix" ingredients
include product planning, branding, pricing, channels of personal selling, distribution,
advertisements, "promotions," packages, displaying, service, "physical handling," and
also finding the facts and their analysis.
A model that builds and implements the strategies of marketing is called "Marketing
mix." The model is formulated in such a way that it solves consumers as well as
organizational purposes. This four "P" model includes "product," "price," "place,"
and "promotion." This phrase was first of all used by Neil Borden in 1949. The need
and want of the consumer is the most critical factor in deciding the "marketing mix
elements." E. Jerome McCarthy arranges all these components into four groups which
are known as "4 P's of marketing". After understanding the needs and wants, the
marketers should use these "marketing mix elements" in the building and formulation
of the most suitable marketing strategies that will fulfill the desired needs and wants
of the consumer.
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