THE EFFECT OF MARKETING MIX ELEMENTS ON CONSUMER BUYING DECISION OF DURABLE GOODS: AN EMPIRICAL STUDY AT AMMAN CITY - JORDAN 

 Iyad A.Khanfar

Asst Prof. Dr., Faculty of Economics and Administrative Science

Zarqa University, Jordan, E-mail: khanfar37@yahoo.com

 

Abstract

This study aims to determine the variables that affect consumer buying decisions of durable goods at Amman city these variables involve product, price, promotion, and place (distribution). The data of this study has been gathered through questionnaires represented a sample of 412 consumers of durable goods, after gathering and made necessary analysis such as SPSS, simple regression analysis that all factors has an effect on customer buying decision, about independent factors, (product, price, promotion, place), the study findings indicated that there is a positive effect for, product, price, promotion, and place (distribution) with consumers buying decisions. Price was found to be the most critical variable in affecting consumers buying decisions.

Keywords: marketing mix, product, price, promotion, place (distribution), consumer buying decision, Jordan.