نظم دعم القرارات التسويقية والمزيج الترويجي ودورهما في ترشيد سلوك المستهلك

Rp-Marketing decision support systems and promotional mix and their role in the rationalization of consumer behavior.pdf

The Current study aims to Rationalize the banking consumer behavior by recruitment and using marketing decisions support systems, as a measure directed inward taken by the bank,and using promotional mix as a measure taken by the bank towards the outside prompt, to influence consumer behavior, as well as study and analysis,important and role of marketing decisions support systems and promotional mix in the rationalization of consumer behavior,and the extent of The study sample banks variation in the adoption of the study variables, Starting in that from the dual nature of the problem, It consists of two parties Including Both the Banking Service Provider, which it is includes the surveyed banks Administration, Where suffers from lack of awareness of the role and importance of Investment promotional mix elements, and Components of marketing decisions support systems in the rationalization of the Purchasing behavior of the consumer banking , and it is reflected on the other side of the problem,which it includes bank customer,and make him characterized by being irrational in his behavior, and enhanced identification the problem , execution first reconnoitering study on a sample of the public in the province of Najaf .
In order to achieve the objectives of the study, It was built adefault scheme, specify the nature of the relationship between the independent variables(marketing decisions support systems and promotional mix),and Adopted variable(consumer behavior), Emerged with it several main hypotheses, and branches from it several sub-hypotheses, show contrast and Correlation and effect relationship between the variables of the study.And the study sample has been selected of (366) employees, mostly occupants represents upper and middle management positions, in six Iraqi banks, three of which government and three other civil scattered, in four Iraqi provinces in the middle Euphrates, The provinces of Karbala, Najaf and Babil, Qadisiyah, and the questionnaire form with interviews style has been adopted to support the accuracy of the data contained therein, also the appropriate sets of statistical techniques and Operations Research methods has been used to collect and analysis the obtained data, In order to validate the assumptions, by using software Like ( SPSS v.18 ) And( AMOS v.18 )And( Microsoft Office Excel ver.10 ). The study found Several conclusions, the most important : That the surveyed banks have moderately marketing decisions support systems and promotional mix and not at the required level, there is also a significance correlation with the impact between marketing decision support systems and promotional mix from side,with the rationalization of the banking consumer behavior on the other side, furthermore, existence of significant differences between answers of researched sample, About the study variables between the two bank type categories (governmental and private) returns to category(governmental banks), Which means the adoption and interest the governmental banks with marketing decisions support systems and promotional mix, larger than private banks,also the use of operations research contributes to solving marketing problems, Including the problem of the study, The study also found a set of recommendations and proposals perhaps the most important: the need to increase the effectiveness and efficiency to support marketing decisions in the banking systems (government and private) of the study sample, wage laborers prompt to within regulatory limits for these banks, so as to rationalize the personnel decisions in order to influence the purchasing behavior of customers. As well as interest in the banking promo mix all the components and the adoption of an effective tool addressed to the outside of the organizational boundaries of the study sample banks, contribute to changing the consumer purchasing behavior in a positive way.