Demographic segmentation is perhaps the most commonly used and most easy or natural segmentation to assess. However, it is useful only when demographic variables are correlated with the relevant objective function, such as purchase behavior or brand preferences. The present study is related with the purchase behavior influenced by demographic with respect to brand preferences affected by market mix. Market mix affects the purchase decision for personal care product as they are substitute or very close to each other. The present study analyzes the impact of market mix on the brand preferences of different brands of HUL and ITC for different demographic segments. The brand preferences are taken on nominal scale by allowing multiple ticks for brand preferences. A scale consisting 15 statements on likert scale were used to get the responses about market mix. Five factors of market mix were taken into consideration for the present study namely price, promotion, distribution, product and packaging. Each factor is reliable as cronbach α is above 0.7 for every factor.
Key words: Market segmentation, Demographics, market mix, brand preferences
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