دور أساليب تنشيط المبيعات في اتخاذ قرار الشراء دراسة ميدانية على عينة من الزبائن في الأورانج مول بمدينة اللاذقية
Abstract
يهدف البحث إلى دراسة دور أساليب تنشيط المبيعات (العينات المجانية, الكوبونات, الخصومات, المسابقات) في اتخاذ قرار الشراء في الأورانج مول بمدينة اللاذقية. اعتمد البحث المنهج الوصفي, وتمّ تطوير استبانة لجمع البيانات الأولية عن مفردات عينة البحث, والبالغ عددها (170) زبون, حيث تمّ توزيع الاستبانات عليهم واسترد الباحثة (153) استبانة كاملة وبنسبة استجابة بلغت (90%). وأظهرت النتائج أنّ أساليب تنشيط المبيعات (العينات المجانية, الكوبونات, الخصومات, المسابقات) لها تأثير إيجابي في اتخاذ قرار الشراء في الأورانج مول في مدينة اللاذقية, حيث تفسر أساليب تنشيط المبيعات مجتمعة ما نسبته (48.8%) من اتخاذ قرار الشراء. كما بينت النتائج أنّ الخصومات هي الأسلوب الأكثر تأثيراً في اتخاذ قرار الشراء ويفسر ما نسبته (62.7%), يليه العينات المجانية وتفسر (46.6%), يليه المسابقات وتفسر (35.8%), يليه الكوبونات وتفسر (30.6%), وذلك من التغيرات الحاصلة في اتخاذ قرار الشراء.
The research aims to examine the role of sales promotion techniques (free samples, coupons, discounts, competitions) in the purchase decision in Orange Mall in Latakia. Find adopted a descriptive approach, it was developed a questionnaire to gather preliminary data for the sample items, of (170) customer, where questionnaires were distributed to them and recovered the researcher (153) to identify and complete response rate (90%). The results showed that sales promotion methods (free samples, coupons, discounts, competitions) have a positive impact on the purchase decision in Orange Mall in the city of Latakia, where explain the combined sales promotion methods accounted for 48.8% of the purchase decision. The results also show that the discounts are the most influential in making a purchase method and explains what rate (62.7%), followed by free samples and interpret (46.6%), followed by contests and explain (35.8%), followed by coupons and explain (30.6%), from ongoing changes in making a purchase decision.
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