Consumer Perception on 4ps Of Marketing In Malls With Special Reference To Chennai
Anjana K1, Sreeya B2
1Anjana K, BBA. LLB (Hon’s) 1st year, Saveetha School Of Law, Saveetha Institute Of Medical And Technical, Sciences (Simats), Saveetha University, Chennai, Tamil Nadu, India.
2Dr. Sreeya B, Associate Professor, Department of Management Studies, Saveetha School of Law, SIMATS, Chennai, Tamilnadu, India.
Manuscript received on 26 August 2019. | Revised Manuscript received on 03 September 2019. | Manuscript published on 30 September 2019. | PP: 3215-3217 | Volume-8 Issue-11, September 2019. | Retrieval Number: K25220981119/2019©BEIESP | DOI: 10.35940/ijitee.K2522.0981119
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Abstract: The paper discusses about the customer perception on 4Ps of marketing in shopping malls. 4Ps are the elements of marketing mix which are product ,price, place, promotions. The main objective of the study is to understand the customer perception about 4Ps of marketing in malls with special reference to Chennai , to identify the relationship between affordability and income of respondent. Descriptive research is used and convenience sampling method is used to collect the samples. The statistical tools used here is ANOVA, correlation, independent t test,chi-square. The study found that consumer perception towards 4Ps of marketing is having a great impact in malls. This study concludes that various strategies should be taken to give an idea about 4Ps of marketing.
Keywords: Marketing, Consumer perception, 4Ps, statistical tools, Income, Affordability
Scope of the Article: Marketing and Social Sciences