A Study on the Influence of the Marketing Mix of Street-Side Vendors on Consumer Buying Behaviour

The marketing mix: product, price, place, and promotion was evaluated on street-side sellers in Central Mumbai suburbs' consumer buying behavior. Street vendors provided affordable, diverse, and accessible products to consumers while creating jobs and social mobility in the informal economy. Descriptive and analytical research design collected primary and secondary data through a structured questionnaire and literature review. SPSS was used to analyze demographic data and marketing mix factors using non-parametric tests: Mann-Whitney and Kruskal-Wallis tests. Gender strongly affected place mix, while age affected product and price preferences. Education affected product and pricing, while annual income affected all four marketing mix variables. Fruits and vegetables were most popular, followed by clothes and jewelry. The study found that informal marketing practices based on trust, sensory appeal, quality affordability, and personal interaction significantly influenced consumer behaviour.