تأثير عناصر المزيج التسويقي للملابس المنتجة محليا على القرار الشرائي لربات البيوت في الأردن : دراسة تحليلية

Abstract EN

This study aims to identify the effect of the marketing mix on the housewives’ purchasing decision of homemade ladies clothes.

In addition, it aims at knowing whether the importances of marketing mix elements are differed among the housewives’ purchasing decisions on basis of their demographic characteristics.

The study employed both primary and secondary data.

Primary data was collected by selfadministrated questionnaire distributed and collected from a convenient sample of 300 respondents in Great Amman area.

Specific statistic techniques were used to achieve the research objectives and to test the related hypotheses such as descriptive statistics and One-Way ANOVA.

Overall, the main findings of the study are: 1.

The effects of marketing mix elements upon the housewives’ purchasing decisions of homemade ladies clothes were found to be significant either taken separately or together.

2.

The effects of marketing mix elements upon the housewives’ purchasing decisions of homemade clothes were found to be different on the basis of their income and levels of education.