أثر وسائل تنشيط المبيعات على القرار الشرائي للمستهلك الأردني : دراسة ميدانية للسلع الاستهلاكية الميسرة

الملخص EN

The research attempt to study the affect of sales promotion tools on the Jordanian buying decision of convenience goods to explore how these tools affect his buying decision process, and present suggestions that build appropriate strategies of sales promotion which able to effect his decision.

The study conclude that all sales promotion tools had direct and powerful influence on the buying decision of Jordanian consumer but with variation percentage, the most effective tool of sales promotion the research found is free samples, then come the rest of the tools, in the other side the research also found the affect of point - of – purchase displays has been nearly weak and money refund has been very weak on the effect of Jordanian buying decision