تأثير عناصر المزيج الترويجي على قرارات المستهلك الأردني في استخدام خدمة الهاتف الخلوي : دراسة تحليلية

الملخص EN

This research aims to identify the importance of the promotional mix factors that influence Jordanian consumer's decisions when using cell phone service in Jordan.

Through studying subscription decision, subscription type choice and usage average.

Then, the study provided recommendations on the method of increasing the study efficiency and capacity.

The study was conducted on promotional mix factors (advertisement, publicity, public relations, personal sales and the means to boost sales) which are used by cell phone telecommunication companies to affect Jordanian consumer's behavior.

To achieve the objectives of the research, and to test its hypotheses, a convenience sample was chosen from the population, which contains 494 subscribers in Amman, and the respondent rate reached 82.33% of 600.

Also, the study tool was designed and drafted accurately after returning to the previous studies' surveys in order to assure the adequacy of the survey's questions to all variables which were covered by the subjects of the study.

The study reached the conclusion that the sales promotional tools has the most important influence on the consumer's decision in choosing the service provider and usage rate in comparison with the other elements.

There is a strong impact of the elements of the promotional mix combined on the subscription decision in cell phone network service, while advertisements and personal sales are less important when taken individually.

But, promotional sales and public relations, both play a more important role in influencing the subscribing decisions when taken individually.