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@article{190132,
        author = {SARITA CHOUHAN and SHIVAM DUBEY and ARSHI QURESHI and SHIVANGI DWIVEDI},
        title = {Integrated Marketing Mix Strategies and Consumer Outcomes in India An Empirical Study of 7Ps, Digital Interface Quality, and Customer Satisfaction},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {1956-1962},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190132},
        abstract = {The marketing mix remains one of the most enduring frameworks in marketing strategy; however, its traditional configuration has increasingly been questioned in emerging markets experiencing rapid digitalization and evolving consumer expectations. This study empirically investigates the influence of traditional marketing mix elements (product, price, and promotion), service marketing mix dimensions (people and process), and digital interface quality on purchase intention and brand equity among Indian consumers, with customer satisfaction serving as a mediating construct. Drawing upon an extensive synthesis of peer-reviewed literature by Indian and international scholars, the study develops an integrated conceptual framework that reflects the hybrid nature of contemporary consumption in India.
Primary data were collected from 650 consumers across metropolitan and semi-urban regions of India using a structured questionnaire. Established and validated measurement scales were adapted to the Indian context. Structural Equation Modelling (SEM) was employed to test the proposed relationships and examine both direct and indirect effects among constructs. The empirical results indicate that traditional marketing mix variables continue to exert a significant influence on purchase intention, particularly in value-oriented segments. However, service-related dimensions such as people and process, along with digital interface quality, play a more substantial role in shaping customer satisfaction and long-term brand equity.
The findings suggest that Indian consumers evaluate brands through a multidimensional lens that combines economic value, service experience, and digital engagement. The study contributes to marketing theory by extending the marketing mix framework within an emerging market context and empirically validating the mediating role of customer satisfaction. From a managerial perspective, the results offer actionable insights for firms seeking to design customer-centric marketing strategies that integrate traditional, service, and digital elements. The study also provides a foundation for future research examining marketing mix adaptations in other emerging economies.},
        keywords = {Marketing mix, Indian consumers, customer satisfaction, purchase intention, brand equity, digital marketing, SEM},
        month = {January},
        }