The Impact of Promotional Mix Elements on Consumers Purchasing Decisions

Transcription

1 Inernaional usiness and Managemen Vol. 8, No. 2, 2014, pp DOI: /4800 ISSN X [Prin] ISSN [Online] The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions Mahmud I. Nour [a],* ; mohammad salamh almahirah [a] ; Sulan "Mohammed Said," Sulan Freiha [a] [a] Isra universiy, P.O ox 22, code 11622, Amman, Jordan. *Corresponding auhor. Received 18 February 2014; acceped 5 April 2014 Absrac The sudy examined he impac of promoional aciviies exercised in Jordanian shareholding Ceramic and glass producion companies on heir consumers purchasing decisions. The daa required for his sudy has been gained from wo sources: he firs is gleaned from books, sudies and previous research, while he second was he field sudy. The populaions of he sudy were he 2 Jordanian shareholding Ceramic and glass producion companies regisered in Amman financial marke, and boh of hem were surveyed. For he purpose of his sudy a pre-designed quesionnaire has been disribued o a purposeful sample of 36 managers and saff in markeing deparmens of hese companies. A reliabiliy Cronbach s Alpha o deermine he reliabiliy of he quesionnaire as a ool o collec he necessary daa was performed. A se of resuls has been found, and can be summarized as follows: The degree of promoional mix elemens pracice in Jordanian shareholding Ceramic and glass producion companies was high for adverising, personal selling, and sales promoion, while i was moderae o low for publiciy, and public relaions. There is no saisically significan effec of he following combined promoional aciviies: (adverising, personal selling, sales promoion, publiciy, and public relaions) carried ou by Jordanian consumers There is a saisically significan effec of he following promoional elemens: adverising, Personal Selling, and sales promoion praciced by Jordanian consumers There is no saisically significan effec of he Publiciy, and public relaions praciced by Jordanian shareholding Ceramic and glass producion companies on consumers Key words: Promoional mix; Consumer purchasing decision; Viral markeing; Ceramic and glass producion companies Mahmud I. Nour, Mohammad Salamh Almahirah, Sulan "Mohammed Said," Sulan Freiha (2014). The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions. Inernaional usiness and Managemen, 8(2), Available from: hp:// DOI: hp://dx.doi.org/ /4800 INTRODUCTION For is role in he developmen of local indusries, besides, increasing sales which leads o he abiliy of compeing for a large marke share, producing companies has ineresed and make more aenion o promoional aciviies. The promoion is considered as a saring poin, and he firs sep, he producers followed o communicae and conac wih heir cusomers, in boh local and foreign markes alike, where i paves he road o anoher markeing effors such as presenaion of companies produc, is feaures, specificaions, disribuion of he produc, and wha disinguishes i from oher producers compeing producs in he arge markes. The deerminaion of he mos appropriae, effecive, and influenial promoional mix elemens on he consumers purchasing decision making, which achieve he producers objecives may have a srong, imporan, and useful indicaions for boh decision makers, and markeing planners in Jordanian shareholding Ceramic and glass producion companies. Alhough, many of he previous sudies aemped o develop models o idenify he deerminans of he consumers purchasing decision, all of hem lacked in deermining separaely he effeciveness, and imporance of each facor, besides, mos of hose sudies had a conflic 143 Copyrigh Canadian Research & Developmen Cener of Sciences and Culures

2 The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions resuls, and heir resuls and recommendaions couldn generalized o specific indusrial secors. Therefore, his sudy is considered an aemp o idenify he exen o which Jordanian shareholding Ceramic and glass producion companies use of promoional mix elemens, heir effec on heir consumers 1. OJECTIVES OF THE STUDY The sudy seeks o achieve he following goals: - Idenify he exen o which Jordanian shareholding Ceramic and glass producion companies use of promoional mix elemens. - Idenify he effec of promoional mix elemens ha is used by Jordanian shareholding Ceramic and glass producion companies on consumers purchasing decision making. - Using of he sudy resuls in presening recommendaions ha will help boh planners and markeers in Jordanian shareholding Ceramic and glass producion companies o inves in he mos promoional mix elemens impac on consumers 2. THE PROLEM OF THE STUDY The sudy aemped o idenify he exen o which Jordanian shareholding Ceramic and glass producion companies use of promoional mix elemens, and hese elemens effec on consumers purchasing decision making. The problem can be expressed more clearly by asking he following quesions: - Is here a saisically significan effec of he following combined promoional aciviies: (adverising, personal selling, sales promoion, publiciy, and public relaions) carried ou by Jordanian shareholding Ceramic and glass producion companies on consumers purchasing decision making? - Is here a saisically significan effec of he adverising praciced by Jordanian shareholding Ceramic and glass producion companies on - Is here a saisically significan effec of he personal selling praciced by Jordanian shareholding Ceramic and glass producion companies on - Is here a saisically significan effec of he sales promoion praciced by Jordanian shareholding Ceramic and glass producion companies on - Is here a saisically significan effec of he publiciy praciced by Jordanian shareholding Ceramic and glass producion companies on - Is here a saisically significan effec of he public relaions praciced by Jordanian shareholding Ceramic and glass producion companies on 3. IMPORTANCE OF THE STUDY, ENEFITS AND JUSTIFICATION FOR CONDUCTING Through his survey o previous sudies, he researchers didn find any conduced sudy in Jordanian indusrial secor regarding he use of promoional mix elemens, and heir effec on consumers Hence, he imporance of his sudy addressed a grea imporance for he following poins: promoion is a primary markeing elemen, which is responsible for communicaing wih consumers, under a cerain condiions is effeciveness and success depend heavily on he raional choice of he appropriae promoional mix elemen, and for his reason, promoional mix elemens has a special significance imporance in effecing consumers The imporance of using markeing communicaions increases wih he amoun of compeiion and is inensiy, he diversiy of economic and social aciviies, he increasing in consumer awareness, and he consumers mulipliciy of opions, so i is very imporan o choose he promoional communicaion means, which has he abiliy o reach he arge consumers and persuading hem o ake he 3.1 The Hypoheses of he Sudy The field sudy was designed o es a main hypohesis and a number of subsidiary assumpions, as follows: (1) The Main Hypohesis Ho: There is no saisically significan effec of he following combined promoional aciviies: (adverising, personal selling, sales promoion, publiciy, and public relaions) carried ou by Jordanian shareholding Ceramic decision making. (2) The Firs Sub- Hypohesis Ho1: There is no saisically significan effec of he adverising praciced by Jordanian shareholding Ceramic decision making. (3) The Second Sub-Hypohesis Ho2: There is no saisically significan effec of he personal selling praciced by Jordanian shareholding (4) The Third Sub-Hypohesis Ho3: There is no saisically significan effec of he sales promoion praciced by Jordanian shareholding (5) The Fourh Sub-Hypohesis Copyrigh Canadian Research & Developmen Cener of Sciences and Culures 144

3 Mahmud.I. Nour; Mohammad Salamh Almahirah; Sulan "Mohammed Said," Sulan Freiha (2014). Inernaional usiness and Managemen, 8(2), Ho4: There is no saisically significan effec of he publiciy praciced by Jordanian shareholding Ceramic decision making. (6) The Fifh Sub-Hypohesis Ho5: There is no saisically significan effec of he public relaions praciced by Jordanian shareholding 3.2 Mehodology of he Sudy Populaion and Sample The populaion of he sudy is composed of he 2 Jordanian shareholding Ceramic and glass producion companies (Inernaional Ceramic Indusries, Jordanian Ceramic Indusries). Since he populaion has only wo producion companies, comprehensive survey is used o obain daa from he populaion, and hen a purposeful sample of 36 managers and saff in he markeing deparmens of boh he companies referred o has been adoped o obain daa for he sudy. Hence, manager and saff, can be regarded as he paricular uni of analysis for he sudy Daa Collecion Tools To collec daa for he curren sudy and is variables, he researchers used a quesionnaire, i included 29 saemen o measure he exen o which Jordanian shareholding Ceramic and glass producion companies use of promoional mix elemens: (adverising, personal selling, sales promoion, publiciy, and public relaions), and hese elemens effec on consumers Sources for Obaining Daa Two sources of daa collecion has been adoped for his sudy: (1) Secondary daa sources: included, references, lieraure, and periodicals relevan o he sudy in order o clarify basic conceps relaed o he sudy, is various dimensions, and o idenify he mos imporan sudies of he subjec. (2) Primary daa sources: a quesionnaire was designed o collec daa from he managers and saff responsible for using of promoional mix elemens, and heir effec on consumers purchasing decision making in Jordanian shareholding Ceramic and glass producion companies The saisical analysis mehods used Since he sudy is a descripive, and analyical, he mos appropriae saisical mehods of boh descripive and inferenial will be used, for he purpose of analyzing variables and esing hypoheses of he sudy, hey will be: (1) Descripive saisics (mean, and sandard deviaions) o describe he exen o which Jordanian shareholding Ceramic and glass producion companies using of each of he promoional mix elemens. (2) Cronbach s Alpha: o deermine he degree of reliabiliy of he daa collecion insrumen (Quesionnaire). (3) Muliple Regression Analysis: o measure he effec of combined promoional mix elemens (adverising, personal selling, sales promoion, publiciy, and public relaions) on consumers 4. LITERATURE REVIEW 4.1 The Concep of Promoional Aciviy and is Imporance A specific combinaion of promoional mehods used for one produc or a family of producs. Elemens of a promoion mix may include prin or broadcas adverising, direc markeing, personal selling, poin of sale displays, and/or merchandising. As one of he markeing mix elemens, promoion includes all he aciviies direced o he argeed consumers, ha lead o faciliae he process of conacing wih hem for he purpose of formaing a sense of he imporance of he commodiy in achieving a high degree of consumers saisfacion of heir wishes and needs comparing wih he compeiors commodiies, and so, he concep of promoion exends o all personal, and non personal conac, such as adverising, public relaions, exhibiions, sales promoion, packaging, branding, samples and gifs, ec.. The primary purpose of he promoion is o conac he consumer and influence i, and he good effecive promoion requires of boh undersanding and knowledge of he persuasion process and how i is affeced by various environmenal variables, he argeed Consumers mus be able o undersand all he informaion he receive, and hen he desired informaion mus be formulaed in he ligh of environmenal consideraions associaed wih consumer culure before delivered (Abdel-Faah, 1988). The promoion can be defined as a markeing aciviy involves he persuasion conacing process hrough which he sender define of a commodiy, or service, or an idea, or a place, or a person, or a paern of behavior for he purpose of influencing he members of a paricular audience minds, o appeal o heir response behavioral abou wha promoes (Mualla, 2006). Promoion has an imporan role in forming of loyaly and psychological connecion degree beween he consumer and he produc, he ad campaign, and he formulaion of a senence ha creae loyaly o he produc play a major role in he success of achieving he objecives of he promoion policy (Mualla, 2006). I could be argued ha he arge of he promoion policy is mainly o develop of he marke share of he Company, and o presen o consumer adequae definiion of he produc, as well as o clarify how i is used (Abdul Hakim, 2004). There are several promoional goals, and he mos hree main objecives he company seeks o achieve hrough he promoion are: (1) Forming he appropriae menal image for he 145 Copyrigh Canadian Research & Developmen Cener of Sciences and Culures

4 The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions company: When he company markeed is producs, seek o form a consumer menal image abou he company by defining iself, and is goals in he early sages of he company s enry o he marke (Abu kahaf, 2001). (2) Defining of he company s produc: in general, he main ask of he promoion is o define he produc, specificaions, price, places of disribuion, how o use i, and places of service ceners and mainenance, besides, rying o convince consumers of is benefis (Abdul Hamid, 1990). (3) The developmen of he company s marke share: promoion is considered one of he main ools he company relies upon o develop is marke share, where consumers could be convinced wih he available feaures in he company s produc, hus he consumers demand on he company s produc will be increased. In addiion o, some consumers urning ino buying he company s produc insead of buying compeing producs, which means an increasing in he company s marke share (Ansari, 1988). 4.2 Promoional Mix The promoional mix or markeing communicaions program erm is a se of componens ha inerac and inegraed ogeher o achieve he insiuion promoional objecives in he conex of he prevailing markeing philosophy (Koler & keller, 2006). Markeing mix includes an effecive se of balanced and consisen componens and elemens o achieve he promoional objecives, including: adverising, personal selling, sales promoion, publiciy, and public relaions. elow is a brief explanaion of each: Adverising Is defined as any non-personal communicaion means of ideas or producs by using mass communicaions media such as elevision, newspapers, magazines, cinema, radio ec. and is implemened hrough a specific sponsor, for a fee paid o influence consumer behavior (Koler. & Keller, 2006; Mualla, 2007). This promoional aciviy can be measured hrough: he adverising medium used, adverising size, he duraion of he adverisemen, he echnical adverising oupu, he repeiion of adverising, he conen of adverising, and he drafing of adverising Personal Selling Is defined as a verbal communicaion and face-o-face ineracion wih one or more of he poenial buyers in order o provide he produc or service, or o answer quesions, or o respond o requess or ohers (McCarhy & Perreaul, 2004). This promoional aciviy can be measured hrough: he level of raining and skills of sales saff, he syle and appearance, he possibiliy of providing informaion, capabiliies in solving problems, displaying, verbal persuasion, and syle presenaion, ec Sales Promoion Is defined as any markeing or non markeing effor or aciviy in which markeing or non markeing means are used a a paricular ime o simulae increased demand or o prove he availabiliy of he produc (obyda, 2004). This promoional aciviy can be measured by individual and collecive selling ypes of awards, free gifs and subscripions, economic packages offers, free samples, rebaes, he mulipliciy of services, sales offers evens, sales offers duraion, disseminaion mehods, realized credibiliy Publiciy Is defined as any unpaid broadcasing or publishing abou posiive or negaive news of he company, or is producs and aciviies by using mass media Public Relaions Ineresed in building a good relaions beween he organizaion and is audience, and achieving saisfacion and muual undersanding, eiher inernally or exernally, hrough he implemenaion of policies and programs based on he principle of social responsibiliy, and employing media o build a good image of he organizaion. They also include all aciviies carried ou by he organizaion in order o enhance or improve is image in he communiy such as supporing and paricipaing posiively in social, environmenal, healh, and public issues (Lovelock & Wirz, 2004). This promoional aciviy can be measured hrough: he areas of social aciviies hese companies carried ou such as suppor social business and chariy, eams and clubs Spors, suppor loyaly of cusomers, accep audience complains and criicisms, address problems and issues, ineres in he field of environmen and healh. 4.3 Consumer Purchasing Decision The purchasing decision process describes he process a cusomer goes hrough when buying a produc. There is a common heme of five sages in he decision process. The sages are: Need Approval We mus admi ha he mos imporan sep in he purchasing decision is need approval. Wihou his sep, a purchase canno ake place. The unsaisfied psychological need can be simulaed by he ineracion of exernal simuli wih inernal drives (koler, e al., 2009) Informaion Gahering Searching for he bes soluion for he problem resuled from he need approval is he second sages in he decision process. In his sage he buyers seek a searching in he inernal and exernal business environmens o idenify and observe sources of informaion relaed o he iem or commodiy ha saisfies his/her need (lyhe, 2008). Gahering informaion relying on a variey of informaion sources such as differen media, friends, family, coworkers and personal experience. The naure of he informaion needed by he consumer are relaed o he qualiy of iem, is characerisics, is price, mehod of paymen of he price, ec. Copyrigh Canadian Research & Developmen Cener of Sciences and Culures 146

5 Mahmud.I. Nour; Mohammad Salamh Almahirah; Sulan "Mohammed Said," Sulan Freiha (2014). Inernaional usiness and Managemen, 8(2), Evaluaion of Alernaives Afer providing he necessary informaion, he buyer makes an assessmen o he various of available alernaives relaed o he iem o be purchased, a se of crieria in he evaluaion process are used, and hese sandards differ from buyer o buyer depending on heir, psychological and demographic characerisics, as well heir purchasing power Purchasing Decision The final purchasing decision which is he resul of he evaluaion process and he choice among available alernaives o choose he appropriae iem ha saisfies buyers needs and desires, can be affeced by wo facors: negaive feedback from oher cusomers and he level of moivaion o refuse or accep he feedback (koler, e al., 2009) Pos - Purchase Evaluaion Afer purchasing process buyers compare producs wih heir previous expecaions and are eiher saisfied or dissaisfied. If he produc correspond and comes according o heir expecaions, hey will be saisfied, and vice versa. uyers saisfacion will affec he decision process for a similar purchase from he same company in he fuure (Foxall, 2005) when he produc complies wih he buyers expecaions similar purchase from he same company in he fuure will happen which leads o brand loyaly. 4.4 Previous Research Through reviewing of he previous research, researchers have adoped he following sudies: (1) The Sudy aimed a declaraion of he influence of using sales promoion on he consumers purchasing decision of household chemical cleaner producs. The main findings of he sudy were ha here is an effec o sales promoion on consumer choice of a specific produc among compeiors producs, as well as, using sales promoion increases consumers loyaly and amoun of purchasing o a specific produc, even if ha produc is no in consumers buying lis (Mahfouz, 2007). (2) This sudy aimed a idenifying he facors influencing Saudian consumers in purchasing Toyoa cars in Saudi Arabia. One of he mos imporan finding was ha promoion mix elemens Toyoa used have an effec on consumers purchasing decision in Saudian marke (Kaseep, 2008). (3) The sudy aimed a deermining he effec of viral markeing on consumers buying The mos imporan findings of he sudy were: There is an impac and a relaionship of viral markeing on he consumer decision o buy. The informaion sen hrough he Web sies is relevan, credible and reliable, hereby, forming a posiive image of he organizaion sen. There is a relaionship beween viral markeing concep and he proliferaion of adverising messages via websies (Yusuf, 2009). (4) The sudy aimed o find ou he impac of elevision adverising on consumers purchasing decisions and preferences, and he reasons for ha influence. The findings of he sudy showed ha he ime for adverisemen, as well as, he easy language used in he communicaion message is very imporan variables in effecing consumers purchasing decisions (Karim, 2005). (5) The research aimed o idenify he elemens of he markeing mix, sraegies, of viral markeing, as well as, is ools adoped and used in he field of work. One of he mos imporan findings of he sudy showed an effec o he word of mouh on he consumers purchasing decisions, since, he consumer plays an essenial role in he promoion process of he produc or he service, hrough many communicaion programs, such as, , where friend ells anoher friend, abou he produc or he service (Sadek, 2008). 5. RESULTS OF THE STUDY In his par of he sudy, he main hypoheses, and subhypoheses emanaed from, have been discussed and analyzed. The saisical analysis has been done in he conex of Jordanian shareholding Ceramic and glass producion companies. The following Table shows his daa: Table 1 Disribued and Recovered Quesionnaires NO Names of he companies surveyed (populaion) Disribued quesionnaire NO Recovered quesionnaire NO 1 Inernaional Ceramic Indusries Jordanian Ceramic Indusries Toal Validiy and Reliabiliy (1) Validiy means he abiliy of he daa collecion insrumen o measure he variables ha are designed o measure. Quesionnaire has been evaluaed by 9 of specialiss in markeing sudies o ascerain he validiy of he insrumen, he evaluaors views has been aken ino consideraion, and correcion has been done under heir supervision and agreemens. (2) The reliabiliy of he ool: refers o he possibiliy of obaining he same resuls if he measuremen reevaluaed under he availabiliy of similar circumsances, and by using he same ool of measuremen. Cronbach s Alpha has been used o deermine he degree of reliabiliy of he ool. The es resul approximaely was.78 which is higher han he accepable limi Copyrigh Canadian Research & Developmen Cener of Sciences and Culures

6 The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions 5.2 The Degree of Promoional Mix Elemens Pracice in Jordanian Shareholding Ceramic and Glass Producion Companies The research idenified he degree of promoional mix elemens pracice in Jordanian shareholding Ceramic and glass producion companies. The following Table illusraes he resuls in descending order: Table 2 The Relaive Imporance of Promoional Mix Elemens Pracice Adverising Personal Selling Sales Promoion Publiciy Public Relaions Promoional aciviy Mean The resuls in he above able indicae ha he degree of Promoional aciviies pracicing in Jordanian shareholding Ceramic and glass producion companies, which has ranked according o heir imporance are as followed: Adverising wih a mean of 4.51, followed by personal selling wih a mean of 4.09, followed by sales promoion wih a mean of 3.83, followed by publiciy wih a mean of 2.98, and finally, public relaions wih a mean of Hypohesis Tesing The Main Hypohesis Ho: There is no saisically significan effec of he following combined promoional aciviies: adverising, personal selling, sales promoion, publiciy, and public relaions carried ou by Jordanian shareholding Ceramic and glass producion companies on consumers Ha: There is a saisically significan effec of he following combined promoional aciviies: adverising, personal selling, sales promoion, publiciy, and public relaions carried ou by Jordanian shareholding Ceramic and glass producion companies on consuwmers Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he Table below: Table 3 The Resuls of Muliple Regression Analysis Model 1 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens (Consan) Adverising Personal Selling Publiciy Sales Promoion Public Relaions I s clear from he daa in he above able ha here are hree promoional aciviies carried ou by Jordanian shareholding Ceramic and glass producion companies have an effec on consumers purchasing decision making: The firs, is adverising, wih.227 as a value of he coefficien of he independen variable, and.005 as a saisical significance, followed by sales promoion wih.224 as a value of he coefficien of he independen variable, and.029 as a saisical significance, followed by personal selling wih.165 as a value of he coefficien of he independen variable, and.048 as a saisical significance. On he oher hand, he oher wo variables Publiciy, and public relaions haven saisically significan a he level of less han.05 and, herefore, haven an effec on consumers purchasing decision making. Which means acceping he null hypohesis Ho, which saes ha here is no saisically significan effec of he following combined promoional aciviies: adverising, personal selling, sales promoion, publiciy, and public relaions carried ou by Jordanian consumers The Firs Sub-Hypohesis Ho1: There is no saisically significan effec of he adverising praciced by Jordanian shareholding Ceramic Ha1: There is a saisically significan effec of he adverising praciced by Jordanian shareholding Ceramic Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he Table below: Copyrigh Canadian Research & Developmen Cener of Sciences and Culures 148

7 Mahmud.I. Nour; Mohammad Salamh Almahirah; Sulan "Mohammed Said," Sulan Freiha (2014). Inernaional usiness and Managemen, 8(2), Table 4 The Resuls of Muliple Regression Analysis Model 2 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens Adverising I s clear from he daa in he above able ha he value of he coefficien for he independen variable adverising is.227 wih a saisical significance =.005. Which means rejecing he null hypohesis Ho1, which saes ha here is no saisically significan effec of he adverising praciced by Jordanian shareholding Ceramic decision, and acceping he alernae hypohesis Ha1 which saes ha here is a saisically significan effec of he adverising praciced by Jordanian shareholding The Second Sub-Hypohesis Ho2: There is no saisically significan effec of he personal selling praciced by Jordanian shareholding Ha2: There is a saisically significan effec of he personal selling praciced by Jordanian shareholding Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he Table below: Table 5 The Resuls of Muliple Regression Analysis Model 3 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens Personal Selling I s clear from he daa in he above able ha he value of he coefficien for he independen variable Personal Selling is.165 wih a saisical significance =.048. Which means rejecing he null hypohesis Ho2, which saes ha here is no saisically significan effec of he personal selling praciced by Jordanian shareholding Ceramic and glass producion companies on consumers purchasing decision, and acceping he alernae hypohesis Ha2 which saes ha here is a saisically significan effec of he Personal Selling praciced by Jordanian shareholding Ceramic and glass producion companies on consumers The Third Sub-Hypohesis Ho3: There is no saisically significan effec of he sales promoion praciced by Jordanian shareholding Ceramic Ha3: There is a saisically significan effec of he sales promoion praciced by Jordanian shareholding Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he Table below: Table 6 The Resuls of Muliple Regression Analysis Model 4 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens Sales Promoion I s clear from he daa in he above able ha he value of he coefficien for he independen variable Sales Promoion is.224 wih a saisical significance =.029. Which means rejecing he null hypohesis Ho3, which saes ha here is no saisically significan effec of he Sales Promoion praciced by Jordanian shareholding purchasing decision, and acceping he alernae hypohesis Ha3 which saes ha here is a saisically significan effec of he Sales Promoion praciced by Jordanian shareholding Ceramic and glass producion companies on consumers The Fourh Sub-Hypohesis Ho4: There is no saisically significan effec of he publiciy praciced by Jordanian shareholding Ceramic Ha4: There is a saisically significan effec of he publiciy praciced by Jordanian shareholding Ceramic Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he Table below: 149 Copyrigh Canadian Research & Developmen Cener of Sciences and Culures

8 The Impac of Promoional Mix Elemens on Consumers Purchasing Decisions Table 7 The Resuls of Muliple Regression Analysis Model 4 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens Publiciy I s clear from he daa in he above able ha he value of he coefficien for he independen variable Publiciy is wih a saisical significance =.555. Which means acceping he null hypohesis Ho4, which saes ha here is no saisically significan effec of he Publiciy praciced by Jordanian shareholding Ceramic decision making, and rejecing he alernae hypohesis Ha4 which saes ha here is a saisically significan effec of he Publiciy praciced by Jordanian shareholding The Fifh Sub-Hypohesis Ho5: There is no saisically significan effec of he public relaions praciced by Jordanian shareholding Ha5: There is a saisically significan effec of he public relaions praciced by Jordanian shareholding Muliple regression analysis has been used o es his hypohesis; he resuls are shown in he able below: Table 8 The Resuls of Muliple Regression Analysis Model 5 Unsandardized Coefficiens Sd.Error Sandardized Coefficiens Public Relaions I s clear from he daa in he above able ha he value of he coefficien for he independen variable Public Relaions is.151 wih a saisical significance =.074. Which means acceping he null hypohesis Ho5, which saes ha here is no saisically significan effec of he Public Relaions praciced by Jordanian shareholding purchasing decision, and rejecing he alernae hypohesis Ha5 which saes ha here is a saisically significan effec of he Public Relaions praciced by Jordanian consumers 6. FINDINGS AND RECOMMENDATIONS This secion conains he main findings and recommendaions of he sudy ha can be summarized as follows: 6.1 Finding (1) The degree of promoional mix elemens pracice in Jordanian shareholding Ceramic and glass producion companies was high for adverising, personal selling, and sales promoion, while i was moderae o low for publiciy, and public relaions (Table 2). (2) There is no saisically significan effec of he following combined promoional aciviies: adverising, personal selling, sales promoion, publiciy, and public relaions carried ou by Jordanian shareholding Ceramic decision (Table 3). (3) There is a saisically significan effec of he following promoional elemens: adverising, Personal Selling, and sales promoion praciced by Jordanian consumers purchasing decision (Tables 4, 5, 6). (4) There is no saisically significan effec of he Publiciy, and public relaions praciced by Jordanian consumers 6.2 Recommendaions (1) I is essenial for Jordanian shareholding Ceramic and glass producion companies o pay more aenion in increasing heir promoional aciviies pracice, and reinforce heir accomplishmens in promoional mix elemens adverising, Personal Selling, and Sales Promoion ha effecing consumers (2) Jordanian shareholding Ceramic and glass producion companies should pay more aenion o he aciviies and means of publiciy, and public relaions, since he sudy resuls showed a weakness in hese wo aciviies, in influencing he consumers purchasing decision oward hese company producs. Crysallizing heir ineress and aenion may be execued hrough holding specialized raining courses o recognize he value and effeciveness of hese aciviies, and heir role in creaing posiive images of hese company producs in heir arge markes. (3) Jordanian shareholding Ceramic and glass producion companies should work hard o achieve promoional aciviies inegraion in he pracice, because such inegraion will lead o increased demand for heir Copyrigh Canadian Research & Developmen Cener of Sciences and Culures 150

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