Indian Journal of Science and Technology
DOI: 10.17485/ijst/2015/v8i27/82457
Year: 2015, Volume: 8, Issue: 27, Pages: 1-10
Original Article
Mohammad Haghighi1 , Tahmoures Hasangholipour Yasvari1 and Arghavan Taherkhanchi Tabrizi2 *
1 Faculty of Management, University of Tehran, Tehran, Iran
2 University of Tehran, Kish International Campus, Kish, Iran
The concept of the marketing mix is one of the key concepts in marketing theory. By using the right combination of marketing mix, organizations can ensure their success in a particular industry. The purpose of the present study is to investigate the consumers’ evaluations of the Pakat Complex marketing mix and the role of demographic characteristics in it. Therefore this study is based on surveys of consumers of Pakat Complex food products. A researcher-made questionnaire was used to collect the data. 200 questionnaires were distributed among consumers from which 171 questionnaires were analyzed. Kolmogorov-Smirnov test was performed in order to assess the normal distribution of data, Cronbach’s alpha and SPSS software was used to measure questionnaire reliability. The construct validity of research variables and their consequent indicators was evaluated using confirmatory factor analysis by LISREL software. According to the test results, all of the research variables (apart from distribution variable), including quality, price, information, branding and packaging (marketing mix elements) were of paramount importance from the consumers’ viewpoint.
Keywords: Consumer, Food Industry, Marketing Mix, Pakat Complex
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