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Abstract
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Article Information:
A Comparative Survey on Importance of Marketing Communications between European Companies and Eastern Asian Companies for Home Appliances in Iran
Ali Akbar Farhangi, Sepideh Irani and Ali Reza Irani
Corresponding Author: Ali Reza Irani
Submitted: August 29, 2012
Accepted: October 19, 2012
Published: May 20, 2013 |
Abstract:
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Marketing communications or promotion is one of the elements which can have an effect on consumers’ behavior through five important and effective marketing elements. Among all commercial products, household appliances are significantly noteworthy based on their strategic nature. Exploiting marketing communications mix in selling domestic appliances produced in other countries, in an attempt to sell them in Iran could effectively entice customers into buying such products through the manipulation of their tastes and wants. The present study with focus on related literature on marketing communications, aims at investigating the degree of importance of marketing communications on selling the foreign household appliances in Iran based on a descriptive-applied research through pair wise comparison. Using a pair wise comparison questionnaire, including 60 questions in three parts, the researcher collected data from the senior managers of big household appliances companies in Europe and East Asia who are active in Iran as well, under the basis of present and desirable circumstances. It was concluded that there is a difference between companies producing household appliances in Europe and East Asia considering the importance of elements of marketing communications.
Key words: Home appliances, integrated marketing communications, marketing communications mix, marketing mix, promotion, ,
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Cite this Reference:
Ali Akbar Farhangi, Sepideh Irani and Ali Reza Irani, . A Comparative Survey on Importance of Marketing Communications between European Companies and Eastern Asian Companies for Home Appliances in Iran. Research Journal of Applied Sciences, Engineering and Technology, (21): 4994-5002.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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