The study examines the influence of marketing mix used by the app developers on the presence and position of apps in the Indian Market. The study was guided by 5 research questions and two research objectives. A survey was conducted where the sample size was 263 respondents. Moreover insights of app developers were also taken in the form of telephonic interview. The result of the study shows appropriate marketing mix for mobile app market in India.
Jai Mishra, Raveesha Chadha (2021); Exploring the Marketing Mix of Mobile App Market in India; International Journal of Scientific and Research Publications (IJSRP)
11(7) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.11.07.2021.p11508