An Analytical Study on the Effect of Marketing Mix Elements on Consumer Durables’ Brand Awareness in Kolkata

Abstract

This study looks into how brand awareness is affected by different elements of the marketing mix in Kolkata's consumer durables market. The study looks at how product, price, location, promotion, and brand awareness relate to each other as well as how brand awareness affects consumer satisfaction as a mediator. Using a mixed-methods approach, the study gathers data from secondary sources, interviews, and surveys. The findings demonstrate that elements of the marketing mix have a favorable effect on consumer satisfaction and brand awareness. The study also reveals variations in brand recognition and awareness according to demographic factors like age, gender, employment status, educational attainment, and family income. The results indicate that concentrating on elements of the marketing mix can greatly raise consumer satisfaction and brand awareness. Businesses in Kolkata's consumer durables sector can use the study's insightful recommendations to create marketing plans that work, build their brands, and win over more devoted customers.