SUPPORTIVE FACTORS FOR SYRIAN HOME APPLIANCES MANUFACTURERS (ADVERTISING, BRAND, &VALUE)

Mohammad KHACHROUM; Suleiman ALİ; Karam M. HİLLY

Makale detayları

SUPPORTIVE FACTORS FOR SYRIAN HOME APPLIANCES MANUFACTURERS (ADVERTISING, BRAND, &VALUE)

Yazarlar:

Mohammad KHACHROUM | Suleiman ALİ | Karam M. HİLLY

Yayıncı:

Kilis 7 Aralik University

Ana Başlıklar:

Çalışma ekonomisi

Dergi:

Journal of Academic Researches and Studies 2010 Vol.2 Issue 2, pp.6-26

Belge Tipi:

Makale

Yayın Tarihi:

12/2014

Belge Dili:

İngilizce

Document ID (Org No.):

2000863106

Sıklık:

İki Yıllık

eISSN:

2149-1585

pISSN:

1309-3762

Anahtar kelimeler:

Özet:

 


Syrian industries are facing very critical era nowadays. Therefore, this research aims to address the following questions first of all, which brands will be attracted by Syrian consumers? How can Syrian companies gain local customers' trust and preferences? And which factors could affect Syrian consumer’s decision making? To answer these questions home appliances industry will be a field of study. Two approaches have been conducted in this study; qualitative research including interviews with the largest companies’ managers in this sector (al-Hafez,Joud, Wattar) including SWOT analysis and better understanding of this industry. The second approach was a survey conducted at the end users to 259 householders to explore their preference and the main reasons behind their choices. Three factors have been examined. The first one is Syrian products value and its contribution to the Syrian consumers decision making (DM). The second one is brand. Finally, the role of Advertising and marketing communication. The study findings are: both price and quality have important effect on the DM which makes the value the most influential variable, brand awareness has less effect, and advertising has the lowest effect, but it has high indirect effect through creating brand awareness.

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Syrian industries are facing very critical era nowadays. Therefore, this research aims to address the following questions first of all, which brands will be attracted by Syrian consumers? How can Syrian companies gain local customers' trust and preferences? And which factors could affect Syrian consumer’s decision making? To answer these questions home appliances industry will be a field of study. Two approaches have been conducted in this study; qualitative research including interviews with the largest companies’ managers in this sector (al-Hafez, Joud, Wattar) including SWOT analysis and better understanding of this industry. The second approach was a survey conducted at the end users to 259 householders to explore their preference and the main reasons behind their choices. Three factors have been examined. The first one is Syrian products value and its contribution to the Syrian consumers decision making (DM). The second one is brand. Finally, the role of Advertising and marketing communication. The study findings are: both price and quality have important effect on the DM which makes the value the most influential variable, brand awareness has less effect, and advertising has the lowest effect, but it has high indirect effect through creating brand awareness.

Makale detayları

SUPPORTIVE FACTORS FOR SYRIAN HOME APPLIANCES MANUFACTURERS (ADVERTISING, BRAND, &VALUE)

Yazarlar:

Mohammad KHACHROUM | Suleiman ALİ | Karam M. HİLLY

Yayıncı:

Kilis 7 Aralik University

Ana Başlıklar:

Çalışma ekonomisi

Dergi:

Journal of Academic Researches and Studies 2010 Vol.2 Issue 2, pp.6-26

Belge Tipi:

Makale

Yayın Tarihi:

12/2014

Belge Dili:

İngilizce

Document ID (Org No.):

2000863106

Sıklık:

İki Yıllık

eISSN:

2149-1585

pISSN:

1309-3762

Advertising

Brand

Value

Quality

Price

Decision Making

Sayı

Makale detayları

SUPPORTIVE FACTORS FOR SYRIAN HOME APPLIANCES MANUFACTURERS (ADVERTISING, BRAND, &VALUE)

Yazarlar: Mohammad KHACHROUM | Suleiman ALİ | Karam M. HİLLY

Yayıncı: Kilis 7 Aralik University

Ana Başlıklar: Çalışma ekonomisi

Dergi: Journal of Academic Researches and Studies 2010 Vol.2 Issue 2, pp.6-26

Belge Tipi: Makale

Yayın Tarihi: 12/2014

Belge Dili: İngilizce

Document ID (Org No.): 2000863106

Sıklık: İki Yıllık

eISSN: 2149-1585

pISSN: 1309-3762

Advertising

Brand

Value

Quality

Price

Decision Making

Sayı

Yazarlar:

Mohammad KHACHROUM | Suleiman ALİ | Karam M. HİLLY

Yayıncı:

Kilis 7 Aralik University

Ana Başlıklar:

Çalışma ekonomisi

Dergi:

Journal of Academic Researches and Studies 2010 Vol.2 Issue 2, pp.6-26

Belge Tipi:

Makale

Yayın Tarihi:

12/2014

Belge Dili:

İngilizce

Document ID (Org No.):

2000863106

Sıklık:

İki Yıllık

eISSN:

2149-1585

pISSN:

1309-3762