Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study

Tellez Gaytan, J C, Sakkthivel, A M, Ahmed, G and Desai, S S (2020) Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study. SKYLINE BUSINESS JOURNAL, 16. ISSN 19983425

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Abstract

The purpose of the study is to investigate the impact of promotional and the word-of-mouth variables on consumer buying behaviour in the fast-emerging economy of the Sultanate of Oman with a population of 4.6 million including about 2.0 million expatriates. From our study it emerges that, all the promotion-mix variables have a significant impact over the consumer buying and decision making behaviour, but surprisingly there are no takers for the word of mouth variables. The advertising, internet, direct marketing and others have more impact, and sales promotions and external variables have less impact. The study helps firms and public authorities to seek excellent strategies in deciding the best product promotions and also to achieve the Omani government goal of 81 per cent of non-oil GDP by 2020.

Affiliation: Skyline University College
SUC Author(s): Sakkthivel, A M ORCID: https://orcid.org/0000-0001-7445-6367 and Ahmed, G ORCID: https://orcid.org/0000-0001-7686-7581
All Author(s): Tellez Gaytan, J C, Sakkthivel, A M, Ahmed, G and Desai, S S
Item Type: Article
Uncontrolled Keywords: Promotion mix variables, external variables (word of mouth), consumer buying behavior, mobile communication services, construct analysis
Subjects: A Business and Management > AP Marketing
Divisions: Skyline University College > School of Business
Depositing User: Mr Veeramani Rasu
Date Deposited: 15 Feb 2022 16:47
Last Modified: 15 Feb 2022 16:47
URI: https://research.skylineuniversity.ac.ae/id/eprint/101
Publisher URL: https://doi.org/10.37383/SBJ160104
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