While determining suitable marketing mix following factors must be taken consideration:
(a) Consumers’ Buying Behaviour: (i) Buying habits (ii) Living habits (iii) Purchasing power (iv) Attitude and Preferences (v) Local environment, situations (vi) Number of consumers of the product
(b) Dealers’ Behaviour: The behaviour of wholesalers and retailers is sturned:
(i) Motivation (ii) Structure, practice and attitude of dealers (iii) Financial strength of dealers (iv) Expected change in the behaviour.
(c) Competitors Behaviour: (i) Size and strength of competing units (ii) Number of competitors (iii) Practices and attitudes of the competitors (iv) Motives (v) Trends in demand and supply.
(d) Government Behaviour: It implies government controls regarding: (i) Products (ii) Prices
(iii) Competitive Practices (iv) Restrictive Trade Practices (v) Advertising and Promotion.
