Review of consumer behaviour, marketing mix and demography analysis literature: A mini-review approach

Abstract

Marketing education faces various problems in management, transparency, and public understanding of education in this globalisation era. As a consumer, we must observe and smart to choose a particular product to fulfil daily needs. Companies' competition is now so tight that they must play a marketing strategy to attract consumers to win the market. Marketing Mix is the primary strategy in the marketing world. Marketing Mix combines four variables: Product, price structure, promotional activities, and distribution system. Marketing Mix and demography are the basis of all marketing strategies to encourage consumer behaviour to create consumer loyalty, consumer awareness, consumer trust, whose primary purpose is to increase sales revenue for a product. Therefore, this study aims to determine the relationship between consumer behaviour, marketing mix, and demography. A total of 22 peer-reviewed articles have been reviewed and analysed to produce a finding in the previous article's literature, namely the significant influence of the marketing mix on consumer behaviour that impacts decision-making. The finding in reviewing previous research articles is that the marketing mix and demographics factors significantly affect consumer decision-making. The author concluded that marketing mix elements primarily determine customer behaviour (decision-making). The marketing mix can change consumer perception of some of the products, and its identified as an excellent technique to increase products or services. Also, the marketing mix and demographic factors significantly affect consumer buying behaviour.