THE IMPACT OF MARKETING MIX STRATEGIES ON CONSUMER DECISIONS TO UTILIZE RAPIDO SERVICES
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THE IMPACT OF MARKETING MIX STRATEGIES ON CONSUMER DECISIONS TO UTILIZE RAPIDO SERVICES
Authors:
- Gomathi, Dr. E. Karthika, Mrs. T. Maheswari
3rd Year, Department of Commerce Accounting and Taxation, Dr. N. G. P. Arts and Science College,
Coimbatore, Tamilnadu-614664, India
Professor, Department of Commerce Accounting and Taxation, Dr. N. G. P. Arts and Science College,
Coimbatore, Tamilnadu-614664, India
Assistant Professor, Department of Commerce Accounting and Taxation, Dr. N. G. P. Arts and Science College,
Coimbatore, Tamilnadu-641048, India.
Abstract - The marketing mix shape plays an important role in shaping consumers’ decision-making, especially in the ride-hailing industry. This study investigates the effect of the marketing mix – product, price, place, and promotion– on the consumer choice to use Rapido, a leading bike taxi service. The findings will help businesses better understand their customer preferences and satisfaction and subsequently modify their marketing strategy to reach more consumers and achieve more user retention. The research indicated that price sensitivity, coupled with promotional offers, are the biggest factors seen as barriers to consumers’ adoption of ridesharing services. This is especially highlighted by positive effects on service quality such as fast response times, vehicle professionalism and safety measures provided by car drivers. Consequences of these including traffic conditions, app reliability and regulatory constraints also pose challenges. To grow in the consumer market, Rapido will have to continuously improve its pricing strategy, expand its network of services, and execute targeted promotional strategies. Increasing brand awareness and solving operational issues will further create customer trust and increase revenue. In sum, an effective marketing mix is key for driving decision-making by consumers and maintaining competitive advantage in the ride-hailing space.
Key Words: Marketing mix, consumer choice, ride-hailing, Rapido, product, price, place, promotion, customer preferences, user retention, pricing strategy, promotions, service quality, fast response, safety, traffic issues, app reliability, regulations, brand awareness, competitive edge.