CUSTOMERCONNECT: ANALYZING THE INFLUENCE OF MARKETING MIX ON BUYING DECISIONS AND RETENTION

Abstract

The marketing mix, consisting of product, price, place, and promotion, plays a pivotal role in shaping consumer behavior and driving business success. This study, CustomerConnect, investigates how these four elements interact to influence customer acquisition, purchase decisions, and retention. Through surveys, interviews, and observational data collected from consumers across multiple industries, the research examines the effectiveness of different marketing strategies and their impact on consumer perception, loyalty, and brand engagement. Findings reveal that a wellbalanced marketing mix not only encourages immediate purchases but also fosters long-term relationships, enhancing customer lifetime value. The study provides actionable insights for marketers seeking to optimize their strategies and develop customer-centric approaches that maximize both sales and loyalty