Consumer perception on 4Ps of marketing in malls with special reference to Chennai

Abstract

The paper discusses about the customer perception on 4Ps of marketing in shopping malls. 4Ps are the elements of marketing mix which are product, price, place, promotions. The main objective of the study is to understand the customer perception about 4Ps of marketing in malls with special reference to Chennai, to identify the relationship between affordability and income of respondent. Descriptive research is used and convenience sampling method is used to collect the samples.The statistical tools used here is ANOVA,correlation,independent t test,chi-square. The study found that consumer perception towards 4Ps of marketing is having a great impact in malls.This study concludes that various strategies should be taken to give an idea about 4Ps of marketing.