Social factors and their role in the consumer's purchase decision An exploratory study of the opinions of a sample of employees of the Administrative Technical College / Dohuk

Authors

  • Zakia Saadon Omer Technical college of Administration/Accounting Techniques/ polytechnic university/ Kurdistan Iraq

DOI:

https://doi.org/10.25007/ajnu.v12n3a754

Abstract

Markets have witnessed many developments around the world after the change in consumers ’tastes, behaviors and purchasing habits. As a result, marketing strategies have been developed that fit this development. Therefore, the research seeks to diagnose social factors and their role in making the purchase decision of the consumer.For the purpose of achieving the goals of the research, a hypothetical scheme was established to measure the nature of the relationship and the impact between the research variables, and a set of hypotheses was formulated, and the opinions of a sample of (40) employees in the Administrative Technical College were explored through the questionnaire form prepared for this purpose and analyzing the data obtained They must adopt the (SPSS) program, test it and through the answers of the individuals in the researched college, a number of conclusions were reached, the most important of which is that social factors have an important role in the purchasing behavior of the consumer according to the results of statistical analysis, and the research recommended the necessity to pay attention to social factors affecting decision-making in the consumer because This would succeed and continue the organization.

Key words: social factors, purchase decision

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References

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Published

2023-06-15

How to Cite

Saadon Omer, Z. (2023). Social factors and their role in the consumer’s purchase decision An exploratory study of the opinions of a sample of employees of the Administrative Technical College / Dohuk. Academic Journal of Nawroz University, 12(3), 1–11. https://doi.org/10.25007/ajnu.v12n3a754

Issue

Vol. 12 No. 3 (2023)

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