دور المزيج الترويجي في ترشيد سلوك المستهلك : دراسة ميدانية في مصارف عراقية

الملخص EN

Abstract The Current study aims to rationalization the banking consumer behavior by recruitment and using promotional mix, as external action taken by the bank, to influence consumer behavior,and study the role of promotional mix, in the rationalization of consumer behavior, as well as study and the extent of The study sample banks variation in the adoption of the study variables, Starting in that from the dual nature of the problem, It consists of two parties Including Both the Banking Service Provider, which it is includes the surveyed banks Administration, Where suffers from lack of awareness of the role and importance of Investment promotional mix elements, in the rationalization of the Purchasing behavior of the consumer banking , and it is reflected on the other side of the problem,which it includes bank customer,and make him characterized by being irrational in his behavior.

In order to achieve the objectives of the study, It was built adefault model, specify the nature of the relationship between the independent variables,and Adopted variable, Emerged with it several main hypotheses, and branches from it several sub-hypotheses, show contrast and Correlation and effect relationship between the variables of the study,and the study sample has been selected of (396) employees, mostly occupants represents upper and middle management positions, in (19) branch of government banks,with (15) branch of the private banks, scattered in four Iraqi provinces in the middle Euphrates, The provinces of Karbala, Najaf and Babil, Qadisiyah, and the questionnaire form with interviews style has been adopted to support the accuracy of the data contained therein, also the appropriate sets of statistical techniques has been used to collect and analysis the obtained data, In order to validate the assumptions, by using software Like ( SPSS v.18 ), and( AMOS v.18 ),and( Microsoft Office Excel ver.10 ).

The study found Several conclusions, the most important : That the surveyed banks have moderately promotional mix, , there is also a significance correlation with the impact between promotional mix ,with the rationalization of the banking consumer behavior,the study also found a set of recommendations.