The New Semantics Suggested for the Marketing Mix by Millennials
Ameena Zafar1, Hadina Habil2
1Ameena Zafar, Ph.D Scholar, Language Academy, School of Social Sciences and Humanities, Universiti Teknologi Malaysia, Johar Bahru, Malaysia.
2Hadina Habil, Associate Professor, Language Academy, School of Social Sciences and Humanities, Universiti Teknologi Malaysia, Johar Bahru, Malaysia.
Manuscript received on 15 October 2019 | Revised Manuscript received on 21 October 2019 | Manuscript Published on 02 November 2019 | PP: 141-144 | Volume-8 Issue-2S9 September 2019 | Retrieval Number: B10310982S919/2019©BEIESP | DOI: 10.35940/ijrte.B1031.0982S919
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This is an auxiliary study dealing with the 4 Ps of the Marketing Mix Model introduced by Robert F. Lauterborn. It focused on the comparative popularity of the components of the Marketing Mix among the contemporary consumers of fast moving consumer goods (FMCGs) produced by Unilever and Proctor and Gamble in the capital city of Islamabad, Pakistan. These two companies are two of the prominent multi-national companies providing products of day-to-day use in the country. This study sought to find out the most popular vocabulary to describe the components of the Marketing Mix among the consumers of FMCGs who are marketing graduates and thereby, revise, enhance and refurbish it to make it more relevant to the millennial perspective. The perspective of the consumers is important to gauge if the Lauterborn’s Model is still applicable to the modern consumers or if the consumers have other marketing priorities, which may differ from the model. Data were collected through a survey based on the random sampling technique from millennial consumers at five local universities in the city. Analysis of the data revealed useful information regarding the validity of the semantics in the presently accepted marketing mix. Findings of this study have the potential to assist marketing strategies, especially at the advertising departments of the leading FMCG chains Unilever and Proctor and Gamble. Results of this study may also be applied to marketing campaigns of similar prominent multi-national companies producing FMCGs in Pakistan, like Nestle, Reckitt Benckiser and the Coca Cola Company.
Keywords: Consumer Behavior, Marketing, Millennials, FMCGs.
Scope of the Article: Marketing and Social Sciences