The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty
Raewf, M.B., Thabit, T.H., & Jasim, Y.A. (2021). The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty. Cihan University-Erbil Journal of Humanities and Social Sciences, 5(1). https://doi.org/10.24086/cuejhss.v5n1y2021.pp50-55
The authors studied the impact of COVID-19 on consumer behavior. The study found that there was a positive relationship with most of the marketing mix variables, e.g., price, quality, and product availability. However, it found a negative relation with the promotional mix element of advertising. The authors concluded that environmental uncertainty will have an impact on consumer behavior.