THE IMPACTS OF MARKETING MIX ON THE CONSUMER EXPERIENCE IN FAST FOOD INDUSTRIES

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Title:	THE IMPACTS OF MARKETING MIX ON THE CONSUMER EXPERIENCE IN FAST FOOD INDUSTRIES
Authors:	R, Uma Maheswari G, Nagamuthu
Keywords:	product price place promotion physical evidence process people
Issue Date:	2014
Publisher:	International Journal of Research and Development - A Management Review
Abstract:	The paper aims at analyzing marketing mix of a chosen fast food company. The theoretical part of the work deals with function and role of marketing mix and explains each element of marketing mix. For this study the data was collected from 120 respondents in Coimbatore City. Percentage analysis, weighted average rank analysis and Chi-square test used for analyzing primary data to find the relation between various marketing mix elements. The correlation coefficient was used to find the relationship between various elements. Based on the analysis, some suggestions and recommendations were given.
URI:	http://www.irdindia.in/journal_ijrdmr/pdf/vol3_iss2/5.pdf http://localhost:8080/xmlui/handle/123456789/528
ISSN:	2319–5479
Appears in Collections:	International Journals

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