The Relationship between Product Mix Elements and Consumer Buying Behavior– A Case of Jordan

Volume 6, Issue 2, Article 10 - 2019

Authors: Zakaria Ahmad Azzam ;Nafez Nimer Ali

Copyright © 2019 . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

 Download PDF File

 Share on GOOGLE+  Share on Twitter  Share on LinkedIn Open XML File

Abstract

This study aims to identify the relationship between product mix elements and consumer's buying behavior in Amman City – Jordan .To identify the relationship between product mix elements and consumer's buying behavior, specific independent variables such as product package , brand name , product information and product quality has been considered .The researchers designed a questionnaire based on previous studies and the questionnaire was given out to 500 respondents out of which 460 were returned, only 430 were valid for the analytical descriptive study. SPSS was used to analyze the data. The main result of this study indicates that the product's quality, information, brand name and package has a significant positive relationship on consumers' buying behavior, were product information and product quality had the most contribution which effect consumers' buying behavior.

How To Cite This Article

Zakaria Ahmad Azzam ;Nafez Nimer Ali (2019) The Relationship between Product Mix Elements and Consumer Buying Behavior– A Case of Jordan
Global Journal of Economics and Business Vol 6 (2) 375-384