文章基本信息

标题：INVESTIGATE AND PRIORITY OF (4P) FACTORS ON COSTUMER DECISION FOR MARKETING STRATEGY
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作者：Javad Mehrabi ; Ruhollah Nasiri ; Mani Mansuri 等
期刊名称：Journal of Current Research in Science
印刷版ISSN：2322-5009
出版年度：2014
卷号：2
期号：5
页码：592-595
出版社：Islamic press
摘要：Marketing is a management task which aims to achieve the goals of customer focused organization. In this study the effect of prioritizing elements of the marketing mix marketing strategy was carried out to explain the purchase decision, The results showed that the main component of the product element of the marketing mix audio and video products for the consumer's perspective . Also rated the product mix variables using Kruskal-Wallis test shown that product quality is the most important variable in the product mix continues to rank MANOVA results showed that the various elements of the marketing mix audio and video products The price of the product, the most important element of the marketing mix and the second factor influencing consumers' purchasing decisions and product promotions for the third factor influencing the purchase decision of customers. As you know, advertising is one of the promotion mix variables .The results of the ranking variables, promotions, exhibitions showed Appliance is the most important variable related to the promotion mix. The ranking of the most important variables influencing the purchasing decisions of customers indicated by advertising, and product quality, price and brand name manufacturer, the fourth factor influencing the purchasing decisions of our customers. ANOVA results showed that the distribution of the fourth and final element of the marketing mix is important
关键词：integrated marketing; customer purchasing decisions; Goldiran