Strategic Marketing Development for Food Products Trading through the Digital Commerce

Abstract

         The research project seeks to 1) To study Online Marketing Mix Factors 2) To study
Behavior of purchasing decisions Food Products through digital channels and 3) Finding the
relationship between Online Marketing Mix Factors and Behavior of purchasing decisions
Food Products through digital channels. This research is a quantitative research project
conducted using questionnaires to collect data from 450. The information from the survey was
analyzed using statistical software. Statistics used included percentages, averages and standard
deviation. Pearson’s correlation (Pearson Product Moment Correlation) was used to test the
hypotheses proposed by the research.
          The results showed that the online marketing mix factor were important which were
moderately average. Moreover, the online marketing mix factors in six aspects of price, place,
promotion, privacy and personalization are related to the consumer buying decision.