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Advanced Social Humanities and Management 2(1) 2015:72-81

www.ashm-journal.com

ANALYZING THE IMPACT OF PROMOTION MIX ON

CONSUMER’S PURCHASE DECISION

Mahsa Familmaleki

Department of Management , College of Humanities , Hamedan Science and Research Branch,Hamedan,Iran

Familmaleki@gmail.com

Alireza Aghighi

Department of Management, Faculty of Economics and Management, Payame Noor University,Hamedan,Iran

Aghighi56@gmail.com

Kambiz Hamidi

Faculty Member of Management ,Islamic Azad University Hamedan Branch , Hamedan,Iran

Hamidi.ka@gmail.com

ABSTRACT:

Today‟s marketing is not based on producing facilities but rather on providing

appropriate information channels for the consumers. In other words Modern

marketing is more than just producing good products, suitable pricing and easy

access to them. In today‟s world, the companies have introduced various

strategies such as „promotional mixed‟ which are Advertising, sales promotion,

direct marketing, personal selling and public relation/publicity in accordance to

changes in the consumers‟ socio-economy, technology, and competition

aspects. Nevertheless, the success of these strategies is vague. Considering the

high completion between the companies and rapid growth of markets and also

rapid changes in consumers behaviors, choosing a good promotional mix and

prioritization of its tools help the promotion of marketing goals. The study

explained the impact of promotional activities on consumers purchasing

decisions. The data required for this study has been gained from these sources:

from books, studies and previous research. The study was conducted in order to

comprehend the role of the elements of promotion mix in influencing consumers.

Key words: Promotional mix; Consumer purchasing decision; Advertising; sales promotion; direct marketing; personal selling; public

relation

INTRODUCTION:

In modern marketing there must be something more than developing a good product, good pricing and making

it available to target consumers....