Are the 4Ps part of consumer behavior?

I never would have asked this question, had it not been one of the combinations of keywords that brought people to this blog within the past week. But once asked, the question is too unexpected not to receive an answer.

And that answer is NO.

The 4Ps are, depending on who you ask, a mnemonic device referring to 4 key concerns of marketing (product, price, place, promotion), a model for organizing marketing activity or a tool for influencing sales volume and frequency.

But they are not part of consumer behavior. That is “The process by which individuals, groups or organizations search for, select, purchase, use, and dispose of goods and services”, according to one definition.

Simply put, the 4Ps are stimuli (and they are by no means the only ones). Consumer behavior is the set of responses to these, and other stimuli.

I feel like I’ve done a bit of responding myself🙂 Hopefully it’ll be of use to whoever wrote the original search string.

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