Role of Marketing Mix in Developing E-Loyalty in Online Shopping

In the past decades, it is observed that there has been a big change in shopping trends

adopted by customers. Although customers continued to buy from the physical store,

customers feel online shopping to be much easier because it frees the shopper from

physically visiting the store. Online shopping has its unique advantages as it reduce

the time and effort required for travelling to a traditional physical store. It's easier to

compare and decide sitting at home or office various features and price of different

products of different competitors. A variety of products and services are available

online which help shoppers in getting the best deal.

Neil H. Borden promotes the term "marketing mix" after it got published in his article,

"The Concept of the Marketing Mix," in 1964. Borden's "marketing mix" ingredients

include product planning, branding, pricing, channels of personal selling, distribution,

advertisements, "promotions," packages, displaying, service, "physical handling," and

also finding the facts and their analysis.

A model that builds and implements the strategies of marketing is called "Marketing

mix." The model is formulated in such a way that it solves consumers as well as

organizational purposes. This four "P" model includes "product," "price," "place,"

and "promotion." This phrase was first of all used by Neil Borden in 1949. The need

and want of the consumer is the most critical factor in deciding the "marketing mix

elements." E. Jerome McCarthy arranges all these components into four groups which

are known as "4 P's of marketing". After understanding the needs and wants, the

marketers should use these "marketing mix elements" in the building and formulation

of the most suitable marketing strategies that will fulfill the desired needs and wants

of the consumer.