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Analysing the impact of perceived quality on consumer purchase behaviour and decision-making from the perspective of a marketing mix

Runumi Das

International Journal of Management and Decision Making2026https://doi.org/10.1504/ijmdm.2026.152084article
AJG 1
Weight
0.50

What the paper says

The marketing strategy mix consists of advertising tools businesses use to influence customer responses and shape service characteristics. This study investigates how marketing mix elements affect consumer purchasing decisions in retail and e-commerce. A stratified sampling method was used to select 616 respondents, divided into customers and non-customers. Data was collected through a self-administered questionnaire, focusing on hedonic factors like entertainment, mental imagery, and aesthetics, which influence consumer satisfaction, defined as the extent to which products or services meet customer expectations. Using SPSS and a 5% significance level, results showed a strong link between marketing mix and consumer behaviour, with an unstandardised coefficient of 14.576. The study also revealed that convenience, simplicity, and lower prices are primary drivers for online shopping. These findings highlight how businesses can enhance consumer satisfaction by refining marketing strategies and maintaining consistent product quality, especially in a competitive online environment.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijmdm.2026.152084

Or copy a formatted citation

@article{runumi2026,
  title        = {{Analysing the impact of perceived quality on consumer purchase behaviour and decision-making from the perspective of a marketing mix}},
  author       = {Runumi Das},
  journal      = {International Journal of Management and Decision Making},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijmdm.2026.152084},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.