THE IRAQI MAGAZINE FOR ADMINISTRATIVE SCIENCES,
2013, Volume 9, Issue 35, Pages 199-234
AbstractThe present research deals with identifying the impact of marketing mix strategies on consumer's behavior through applying these strategies in Men Clothing Factory in the holy city of Al-Najaf. the importance of enhancing marketing mix strategies represented by their variables (Product strategy, Price strategy, Promotion strategy, and Distribution strategy )versus consumer's behavior represented by the variables(Motives, Perception, Learning, and Attitudes).
The study aims to:-
1- Knowing how much the factory under research is interested in marketing mix strategies. 2- Studying the reality of the factory and setting solutions and therapies depending on the study results.
3- Identifying the relations of correlation and impact between marketing mix strategies and consumer's behavior in the factory under research.
The sample of the study consists of (70) persons ,including managers of units and departments in the factory. The study reaches at a number of conclusions, the most important of which are:-
1- There is a correlation relationships between variables of marketing mix strategies and the variables consumer's behavior with dimensions and various rates. 2- There is an effectiveness relationships which are important to marketing mix strategies in the consumer's behavior.
The study ends up with a number of recommendations, the most important of which are:-
1- The factory under research should depend on effective strategies for marketing mix because they are the base through which it is Possible to affect the consumer's behavior . 2- Keeping and enforcing marketing mix strategies and continually working on modernizing them to cope with the rapid developments and to compete other local and foreign products
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