The Impact of Promotional Mix Elements on Consumers Purchasing Decisions

Abstract

The study examined the impact of promotional activities exercised in Jordanian shareholding Ceramic and glass production companies on their consumers purchasing decisions. The data required for this study has been gained from two sources: the first is gleaned from books, studies and previous research, while the second was the field study. The populations of the study were the 2 Jordanian shareholding Ceramic and glass production companies registered in Amman financial market, and both of them were surveyed. For the purpose of this study a pre-designed questionnaire has been distributed to a purposeful sample of 36 managers and staff in marketing departments of these companies. A reliability Cronbach’s Alpha to determine the reliability of the questionnaire as a tool to collect the necessary data was performed. A set of results has been found, and can be summarized as follows: The degree of promotional mix elements practice in Jordanian shareholding Ceramic and glass production companies was high for advertising, personal selling, and sales promotion, while it was moderate to low for publicity, and public relations. There is no statistically significant effect of the following combined promotional activities: (advertising, personal selling, sales promotion, publicity, and public relations) carried out by Jordanian shareholding Ceramic and glass production companies on consumers purchasing decision.
There is a statistically significant effect of the following promotional elements: advertising, Personal Selling, and sales promotion practiced by Jordanian shareholding Ceramic and glass production companies on consumers purchasing decision. There is no statistically significant effect of the Publicity, and public relations practiced by Jordanian shareholding Ceramic and glass production companies on consumers purchasing decision.
Key words: Promotional mix; Consumer purchasing decision; Viral marketing; Ceramic and glass production companies