Abstract

The aim of this study is to analyze the effect of marketing mix elements (Product, Price, Place and Promotion) on the customer buying behavior in the non-alcoholic beverage market of Afghanistan with special reference to consumers of Kabul city. Research on the effect of marketing mix in developed and developing economies exists, but there is very little evidence in Afghanistan. In order to fill the gap, this study relies on empirical evidence from the beverage industry in Afghanistan. The quantitative research design was used. A structured questionnaire was used to collect the data from 375 consumers in Kabul city and analyzed by SPSS and AMOS. The testing of reliability and validity of the measurement model was done using Confirmatory Factor Analysis (CFA) while the testing of the hypothesized relationship was conducted with Structural Equation Modeling (SEM). The overall measurement model had good reliability, validity, and model fit. The structural model accounted for 64% of the variance in consumer purchase behavior. Findings reveal that Product (β = 0.318, p < 0.001), Price (β = 0.318, p < 0.001), and Promotion (β = 0.161, p = 0.006) significantly influence consumer buying behavior. However, place (β = 0.102, p = 0.075) does not show a statistically significant impact. This study is a valuable addition to the marketing literature as it is one of the earliest studies to apply SEM to consumer buying behavior in Afghanistan using the marketing mix as a basis for analysis. It provides useful practical information for beverage companies, marketing managers, and policymakers interested in enhancing consumer participation and competition.

Keywords

Afghanistan Beverage Industry Consumer Buying Behavior Marketing Mix Strategies 4Ps Structural Equation Modeling (SEM)