The Effect of Promotion Mix Elements on Consumers Buying Decisions of Mobile Service: The case of Umniah Telecommunication Company at Zarqa city- Jordan

Abstract

This research aims to study the factors affecting the consumers buying decisions of mobile service provided by Umniah Telecommunications Company in Zarqa city; the factors include advertising, personal selling, sales promotion, and public relations. Data were collected through questionnaires forming a representative sample. A total of 440 questionnaires were distributed to Umniah Telecommunication Company consumers in Zarqa city, the findings indicated that there is a positive effect of advertising, personal selling, sales promotion, and public relations with consumers buying decisions. Advertising was found to be the most critical factor in affecting consumers buying decisions. Keywords : promotion mix, advertising, personal selling, sales promotion, public relations, consumers buying decisions, Jordan

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 15 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.