Assistant Professor Dr. Jamil Abdulkarim Abdullah
Salahaddin University, Erbil, Iraq
Email: [email protected]
Dr. Kamal Abdulrazaq Kamal Nuri
Salahaddin University, Erbil, Iraq
Email: [email protected]
DOI: 10.23918/ICABEP2019p6
(Full Paper)
Abstract
This study investigates the impact of the promotional mix on customers’ purchasing decisions. Furthermore, this study determines the most influencing elements of the promotional mix on the decision-making process. The data of the study were collected from a sample of customers in Tablo Mall- Erbil using survey questionnaire. A total of 120 forms were distributed and 100 of them were valid for analysis. SPSS program was used to analyze the data. Correlation and regression analyses were employed to test the hypotheses. The findings show that there is a significant relationship between the elements of promotional mix namely advertising, personal selling, sales promotion, and direct marketing and customers purchasing decision. Moreover, the results show a significant impact of promotional mix elements on customers purchasing decisions. In addition, the findings of this study show that advertising was the most influential element of the promotional mix on customers’ purchasing behaviours among other elements of the promotional mix. The findings suggest that business owners can positively influence customers’ purchasing behaviours by adopting effective elements of the promotional mix.
Keywords: Promotional mix elements, customers purchasing decisions
ICABEP2019
International Conference on Accounting, Business, Economics and Politics
ISBN: 978-9922-9036-3-7
