Finding Out the Influence of Marketing Mix on Attitude of Customers for Providing Online Reviews

Priyo Das; Pranam Dhar

doi:10.46977/apjmt.2021v02i01.004

Authors

Priyo Das Barrackpore Rastraguru Surendranath College India, West Bengal, Kolkata Tatagate 5 B.T. Road, P.O- Titagarh Near Tatagate Bus-stand, Kolkata, India
Pranam Dhar Department of Commerce & Management, West Bengal State University, Kolkata, 700126, West Bengal, India

DOI:

https://doi.org/10.46977/apjmt.2021v02i01.004

Keywords:

4P’s of Marketing, Customers Attitude, Online Reviews

Abstract

Unlike traditional market this modern competitive market includes a very important thing that motivates customers which is online reviews provided by existing customers. By keeping this situation in mind this study was focused on filling a very important research gap that is whether there is any influence of 4P’s (Product, Price, Place and Promotion) of marketing mix influences customers the most for providing online reviews or not. For this purpose, Empirical research with descriptive cross-sectional research design was used and for the purpose of data collection convenience sampling method was utilized and data collected from 198 respondents. Before collecting the data, a pilot study with 44 respondents was used for analysing the reliability of data collection instrument. After finding the Cronbach’s alpha value 0.933, measurement model was utilized for checking the fit of proposed model and the model was validated based on several fit indices such as CMIN/df, GFI, CFI, SRMR and RMSEA as the values of each of them that is 2.080, .910, 0.943, 0.050, 0.076 are less than the cut-off values that. in the end structural path model was used for seeing the direction of the constructs and also for testing hypotheses. The results based on completely statistics showing a very interesting direction and a conclusion that shows 4P’s of marketing mix has no significant influence upon attitude customers for providing online reviews.

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