Marketing Mix Development on the Basis of Consumer Behaviour Analysis

Since its introduction, marketing mix has been modified due to changes in consumer and organizational attitudes over the last few decades. Constant changes in the world and advanced technologies have frequently prompted marketing thinkers to explore new theoretical approaches and expanding the scope of the marketing mix concept. In order to comprehend the main characteristics of demand, selecting, purchasing and consuming, and to examine antecedents of consumer satisfaction, it is vital to understand their behavior. In the present study, specific and modern marketing mix theories are highlighted in order to make a positive connection between marketing theory and additional education practice. This study aims to examine consumers from the particular market, using mixed design research method. Based on the findings, it aims to present implications for marketing mix development for the company, providing educational services in English language.