The relationship between product mix elements and consumer buying behavior : a case of Jordan

Abstract EN

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