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The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: The Case of the COVID-19 Pandemic
| المصدر: | مجلة جامعة جيهان أربيل للعلوم الإنسانية والاجتماعية |
|---|---|
| الناشر: | جامعة جيهان أربيل |
| المؤلف الرئيسي: | Raewf, Manaf B. (Author) |
| مؤلفين آخرين: | Thabit, Thabit Hassan (Co-Author) , Jasim, Yaser A. (Co-Author) |
| المجلد/العدد: | مج5, ع1 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2021
|
| الصفحات: | 50 - 55 |
| ISSN: |
2709-8648 |
| رقم MD: | 1431879 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EduSearch, HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Advertisements | Availability | Consumer Behavior | Price of Product | Quality of Product
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
Many companies are facing difficulties such as sales reduction due to the changing of consuming behavior during the period of crises. However, this research aims to understand consumer behavior, and identify the relationship of advertisements, product price, product quality, product availability and consumer behavior during environmental uncertainty, as well as, providing a conclusion for companies to handle the issues related to consumer needs during environmental uncertainty and crisis like COVID-19 pandemic. Therefore, managers are getting confused during the process of making marketing decisions. In addition, COVID-19 as a result of being a global pandemic, the global economy greatly affected and led to a financial crisis caused by the occurred lockdown, where the impact is not due to the disparity between supply and demand as the previous financial crisis. During the COVID-19 lockdown, the researchers electronically emailed surveys to respondents from two cities (Mosul and Erbil). However, to analyze the data, the researchers employed SPSS software, Cronbach’s Alpha, and Person Correlation to test the four study hypotheses. The researchers concluded that environmental uncertainty clearly affects the principles of consumer behavior. Moreover, during crises and pandemics such as COVID-19, the behavior of consumers is going to be changed. In addition, the main findings were the positive relation of consumers’ behavior with the quality, and the availability of product. While, there is a negative relation with the price, and advertisements. Finally, researchers do not recommend any increase in advertising campaigns or prices of the products during pandemics due to its negative impact on consuming behavior. |
|---|---|
| ISSN: |
2709-8648 |
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