The Effects of Sales Promotion on Customer Buying Behavior: An Analytical Study on Carrefour Supermarket’s Customers in Erbil
| المصدر: | زانكو - الإنسانيات |
|---|---|
| الناشر: | جامعة صلاح الدين |
| المؤلف الرئيسي: | Rasool, Awara Bakhtiar (Author) |
| مؤلفين آخرين: | Mahmood, Mohammed Abdullah (Co-Author) |
| المجلد/العدد: | مج22, ع1 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2018
|
| الصفحات: | 297 - 315 |
| ISSN: |
2218-0222 |
| رقم MD: | 882004 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Marketing Mix | Promotion Mix | Sales Promotion | Customer Buying Behavior | Retail Industry | Carrefour
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The first store opening of Carrefour supermarket in 2010 in Family mall was a new era of the professional retail industry in Kurdistan region of Iraq. Since then the ever increasing competition in the industry has prompted retail firms to be determined and ensure satisfaction of customer needs and wants more effectively than their competitors. In other for these retail firms to succeed in this ever increasing competitive market, they employ a lot of different promotional tools to attract and retain their customers. One of the most commonly used promotional tools is sales promotion which provides incentives to customers or to the distributor channel to stimulate demand for a product such as buy one get on free, discount coupons, membership programs, broachers, free samples and etc. This study is aimed at assessing the role sales promotion play in influencing the consumer buying behavior of Carrefour supermarket customers. A non-probability sampling technique was used for the study and the sample 150 participants were selected from a population of the supermarket customers in Tablo mall located in Erbil city. A five point Likert scale questionnaire was used in acquiring the respondent’s information. The questionnaires were analyzed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study indicated significant influence of sales promotion on consumer buying behavior. The research consequently recommended that, supermarkets need to undertake regularly sales promotion activities to ensure constant influence on their patrons. |
|---|---|
| ISSN: |
2218-0222 |
عناصر مشابهة
-
The Impact of Marketing Artificial Intelligence Tools on the Customer Buying Decision: A Field Study on Zarqa City / Jordan
بواسطة: أحمد، سمير محمد توفيق خضير منشور: (2023) -
The Impact of Social Media Promotional Mix on Customer Citizenship Behavior: An Analytical Study of the Opinions of a Sample of Zain Telecommunications Customers
بواسطة: Al Aboudy, Ahmed Kadem Abed منشور: (2023) -
The Effects of Perceived Service Recovery Justice on Customer Patronage and Word-of-Mouth Communication
بواسطة: Abdul-Rasool, Hussein Ali منشور: (2018) -
The Impact of Service Marketing Mix Elements on Customer Loyalty: A Case Study on CPA Bank in Algeria
بواسطة: Terbeche, Mohammed منشور: (2022) -
The effect of services marketing mix elements on customer-based brand equity: an empirical study on mobile telecommunication service recipients in Jordan
بواسطة: قاقيش، دانا فوزي منشور: (2010)
