الريادة لاقتصاديات الأعمال
Volume 7, Numéro 1, Pages 140-152

The Impact Of Direct Marketing On Customer Purchasing Behavior – Case Study Of The Mobile Operator « Mobilis»-

Authors : Amri Aicha .

Abstract

The study intended to find out the effect of direct marketing on consumer purchasing behavior. The questionnaire was used as a tool for study on a sample of 49 Individual. The study reached a number of results: There is a statistically significant effect between direct marketing as an independent variable and the purchasing behavior of the consumer as a dependent variable. The study presented a number of suggestions, including the following: Directing online advertising campaigns to consumers in order to enhance the positive aspects of direct marketing, focusing on the tool most used by the consumer among the direct marketing tools because of its positive impact to enhance its decision, To work on the training of sales men in how to give and communicate information to the consumer through social networking sites, to make some calls with the consumer to inquire about any problems related to the performance of the product.

Keywords

Direct marketing; consumer; purchasing decision, information