The effect of Promotional tools on customer’s switching behavior
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Date
2022
Journal Title
Journal ISSN
Volume Title
Type
Other
Publisher
MSA
Series Info
Marketing Graduation Project 2020- 2022;
Doi
Scientific Journal Rankings
Abstract
Purpose: This research is aiming to study the effect of promotional tools on customer’s
switching behavior such as sales promotions, personal selling, public relations and internet
marketing.
Methodology: The data was gathered from both primary data and secondary data, researchers
reviewed previous articles studied promotional activities and they conducted in-depth interview
with two industry experts to provide them with deep insight and information about promotional
tools , also they conducted online questionnaire with 150 respondents from both genders to know
their opinion about the effect of promotional tools on customer’s switching behavior, then they
analyzed the data throw SPSS program.
Results: researchers have found that there is a positive relationship between different
promotional tools and customer’s switching behavior.
Conclusion: the findings indicated that companies have to integrate between different
promotional activities such, increase sales promotions and incentives, using bigger outdoors
point of purchases, developing internet marketing.
Description
Keywords
university of modern sciences and arts, MSA university, October university for modern sciences and arts, جامعة أكتوبر للعلوم الحديثة و الأداب, IQOS, Promotional tools, sales promotion, personal selling, Internet marketing, public relations
Citation
Faculty Of Management Graduation Project 2020 - 2022