استراتيجيات المزيج التسويقي ودورها في تحدِيد سلوك المستهلك العراقي تجاه المنتجات المحلية-دراسة ميدانية في معمل الألبسة الرجالية في النجف الاشرف

Marketing Mix Strategies and their Role in Identifying the Behavior of the Iraqi Consumer Toward Local Products-An Empirical Study in Men Clothing Factory in the holy city of Al-Najaf

The present study deals with identifying the impact of  marketing mix strategies on consumer’s behavior through applying these strategies in Men Clothing Factory in the holy city of Al-Najaf. The continuous change in consumer’s Needs , tastes, and the increase in competition to win the greatest possible number of consumers, which makes a pressure on the factory under research, make the factory realize the importance of enhancing marketing mix strategies represented by their variables (Product strategy, Price strategy, Promotion strategy, and Distribution strategy )versus consumer’s behavior represented by the variables(Motives, Perception, Learning, and Attitudes).

     The study aims to:-

1- Knowing how much the factory under research is interested in marketing mix strategies.

  2- Studying the reality of the factory and setting solutions and therapies depending on the study results.

 3- Identifying the relations of correlation and impact between  marketing mix strategies and consumer’s behavior in the factory under research.

     To achieve these aims, hypothetical diagram is set ,identifying the nature of relation between the dimensions of independent variable and those of the dependent variable. To explore the nature of this relation, several hypotheses are formulated. These hypotheses are tested by way of using advanced statistical means ,applying the statistical program For windows- spss-12, and using the simple correlation to measure the connection relationship between variables , T – test to know the significant of this relationship and F – test to identify the importance of regression equation. R² – test is also used to explain the range of effect of the independent variable on the dependent variable. Men Clothing Factory in the holy city of Al-Najaf is chosen for having high capabilities in satisfying consumers , needs ,desires and tastes. Aquestionaire is used as a main tool in data collection related to the empirical side of the study . The sample of the study consists of (70) persons ,including managers of units and departments in the factory.  The study reaches at a number of conclusions, the most important of which are:-

1- There is a correlation relationships between variables of  marketing mix strategies and the variables consumer’s  behavior with dimensions and various rates.

2- There is an effectiveness relationships which are important to marketing mix strategies in the consumer’s  behavior.

     The study ends up with a number of recommendations, the  most important of which are:-

1- The factory under research should depend on effective strategies for marketing mix because they are the base through which it is Possible to affect the consumer’s behavior .

2- Keeping and enforcing marketing mix strategies and continually working on modernizing them to cope with the rapid developments and to compete other local and foreign products.