أثر الترويج علي سلوك المستهلك : دراسة حالة شركة معاوية البرير في الفترة من 2011 -2016 م

Abstract

The research dealt with the subject of promotion and its impact on consumer behavior ,The problem of research was that promotion in some contemporary organizations was below the level of ambition ,The aim of the research is to see how the use of scientific methods in the promotion process affects the behavior of the consumer and the extent to which the development of a strategic vision in the promotion process improves the competitive situation, The study was based on a number of hypotheses, the first of which is the use of scientific methods in the promotion process, which recommends increasing sales, and developing a strategic vision in the promotion process that leads to increasing the competitive situation, Therefore, the researcher used the descriptive analytical method and the case study methodology. Recommendations should focus attention on the development of communication skills and dealing with the target groups and then apply the contemporary concepts in marketing and promotion, and the need to take into account the different effect between the various promotional elements on the promotion of industrial products and the extent of achieving the objectives of the company with the least effort and cost possible, Trends of marketing managers, their understanding of achieving and creating a level of cooperation between them and their customers, and the need to conduct studies to measure the trends of customers towards the importance of elements of the promotional mix during periods of time close to see any changes in the challenge The relative importance of the elements of the promotional mix.