Issue Details

CONSUMER ATTITUDE AND PERCEPTION ON MARKETING MIX: A SYSTEMATIC LITERATURE REVIEW

ABSTRACT

Purpose of study The marketing mix is an important element of marketing that is one of the fundamental factors in shaping consumer perception and attitude. Research on the strategies that are used to balance the outcomes that consumers perceived is difficult to find. The present comprehensive research analyzes the marketing mix techniques utilized in buyer attitudes modification strategies, including product, price, place, promotion, and people, as well as the related effects on society. Design/Methodology/ Approach The researcher conducted a systematic review of articles on marketing mix strategies from 1985 to 2022, selecting 29 English-language documents from 1,953 total papers extracted from the Scopus and Web Science databases for review. Findings The findings revealed several potential marketing mix techniques that had significant impact on consumer perception and attitude as well as performance of business in present era. This study demonstrates that: (1) the marketing mix is essential to shaping consumers’ favorable attitudes toward products, prices, and promotions; and (2) the marketing mix techniques and tactics that businesses ought to implement with regard to products, prices, promotions, and locations have been explained. Originality/ value The study’s findings contribute to our perspective on the marketing tactics and strategies that should be used to improve the effects of the marketing mix on customer attitudes and perception.

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