Marketing mix and consumer behavior of alcoholic beverages during the COVID-19 pandemic

Abstract

The study intended to determine the influence of the marketing mix on consumer behavior of alcoholic beverages in Davao City during the covid-19 pandemic. In collecting the data, three hundred respondents were gathered using a convenience sampling technique, and the survey questionnaire was adapted and modified. Furthermore, a quantitative approach was employed, and the statistical treatment used was Spearman Rho. The study showed that the marketing mix elements were positively associated with the components of consumer behavior. Thus, the null hypothesis was rejected in this study. Therefore, the findings of this study indicated that the use of a marketing mix drove a positive impact on consumer buying behavior. Also, the results of this study encouraged the alcoholic industry to consider the marketing mix as valuable and key to gaining a competitive advantage. Companies would create more value for consumers.