Abstract

This study examines the opinion of consumers on the marketing mix and store and product related attributes of various wedding cards store in Sivakasi. The research objectives include consumers opinion on the store and product related aspects of various wedding card stores in Sivakasi and compare the product and store related aspects of various wedding card stores in Sivakasi. A descriptive research design was adopted, utilizing both primary data collected through structured surveys and secondary data from company websites, journals, and magazines. The study employed a structured questionnaire to gather primary data from 150 respondents using convenience sampling. Data analysis was conducted using bar charts, and mean. The findings provide critical insights into the retail store attributes and the product attributes offering implications for market strategies in competitive environments.

Authors

G. Brindha, Gnanaprakash Mariappan
Mepco Schlenk Engineering College, India

Keywords

Marketing Mix Attributes, Location Attributes, Store Attributes, Wedding Cards, Consumer satisfaction