IDEAS home Printed from https://ideas.repec.org/a/ids/ijbfmi/v4y2018i1p86-98.html
   My bibliography  Save this article

An empirical analysis to study the impact of marketing mix elements on overall quality of water purifiers: evidence from India

Author

Listed:
  • Vikram Sharma
  • Vikas Gautam

Abstract

The paper presents the results of a study conducted in India that assesses the impact of marketing mix elements on overall quality perception of customers about water purifiers. The results of confirmatory factor analysis confirmed the factor structure of marketing mix elements (product, price, promotion and place). Moreover, multiple regression results showed that barring place, all other marketing mix elements viz. product, price, and promotion have positive significant impact on overall quality perception of customers. The sample comprised of 253 respondents.

Suggested Citation

  • Vikram Sharma & Vikas Gautam, 2018. "An empirical analysis to study the impact of marketing mix elements on overall quality of water purifiers: evidence from India," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 4(1), pages 86-98.
    • Handle: RePEc:ids:ijbfmi:v:4:y:2018:i:1:p:86-98
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=88630
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbfmi:v:4:y:2018:i:1:p:86-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=156 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.