Relationship between Marketing Mix Strategies and Consumer Motive: An Empirical Study of "Fresh" Stores in South India

This paper investigates the relationship between Marketing Mix Strategy and Consumer Motives at major FRESH stores in South India. A quantitative approach was used and the survey was conducted at FRESH stores in HYDERABAD, CHENNAI, and BANGALORE towns. Previously, there has been no empirical research on private labeled fast-moving consumer products in South India. Hence, this research is the first of its kind. A simple regression analysis was conducted to test the relationship between the 4P's and consumer motives. The findings show that only the pricing strategy has a positive impact on consumer motives, while the promotion strategy has a significant negative impact on consumer motives. The product and place strategies do not influence consumer motives. These findings suggest that consumers do not look for product characteristics and store location when buying FRESH's private labeled fast-moving consumer products. Consumers are motivated to purchase FRESH private labeled fast-moving consumer products solely based on the low pricing strategy. The implication is that all FRESH stores in South India should focus their efforts on "Everyday Low-Pricing" when it comes to selling private labeled fast-moving consumer products.