The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty:
Many companies are facing difficulties such as sales reduction due to the changing of consuming behavior during the period of crises. However, this research aims to understand consumer behavior, and identify influences on consumer behavior during environmental uncertainty, as well as, providing a c...
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Cihan University-Erbil
2021-06-01
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doaj-b84d703af65c42b2b253455104e8e1f22021-07-04T19:52:36ZaraCihan University-ErbilCihan University-Erbil Journal of Humanities and Social Sciences2707-63422021-06-015110.24086/cuejhss.v5n1y2021.pp50-55The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty:Manaf B. Raewf0Thabit H. Thabit1Yaser A. Jasim2Department of Banking and Financial Sciences, Cihan University-Erbil, Kurdistan Region, IraqDepartment of Computer Engineering and Info.,College of Electronics Engineering, Ninevah University, IraqDepartment of Accounting, Cihan University–Erbil, Kurdistan Region, Iraq Many companies are facing difficulties such as sales reduction due to the changing of consuming behavior during the period of crises. However, this research aims to understand consumer behavior, and identify influences on consumer behavior during environmental uncertainty, as well as, providing a conclusion for companies to handle the issues related to consumer needs during environmental uncertainty and crisis like COVID-19 pandemic. Therefore, managers are getting confused during the process of making marketing decisions. In addition, COVID-19 as a result of being a global pandemic, the global economy greatly affected and led to a financial crisis caused by the occurred lockdown, where the impact is not due to the disparity between supply and demand as the previous financial crisis. The researchers distributed questionnaires electronically during COVID-19 lockdown to analyze the consumer behavior in two cities of Iraq by using SPSS software, Cronbach’s Alpha, and Person Correlation were used to test the four hypotheses of research. The researchers concluded that environmental uncertainty clearly effects on the principles of consumer behavior. Moreover, during crises and pandemics such as COVID-19, the behavior of consumers is going to be changed. Additionally, the main findings were the positive relation of consumers' behavior with the price, quality, and the availability of product. While, there is a negative relation with advertisements. https://journals.cihanuniversity.edu.iq/index.php/cuejhss/article/view/393Consumer BehaviorEnvironmental UncertaintyPandemicCOVID-19Financial Crisis |
collection |
DOAJ |
language |
Arabic |
format |
Article |
sources |
DOAJ |
author |
Manaf B. Raewf Thabit H. Thabit Yaser A. Jasim |
spellingShingle |
Manaf B. Raewf Thabit H. Thabit Yaser A. Jasim The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: Cihan University-Erbil Journal of Humanities and Social Sciences Consumer Behavior Environmental Uncertainty Pandemic COVID-19 Financial Crisis |
author_facet |
Manaf B. Raewf Thabit H. Thabit Yaser A. Jasim |
author_sort |
Manaf B. Raewf |
title |
The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: |
title_short |
The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: |
title_full |
The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: |
title_fullStr |
The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: |
title_full_unstemmed |
The Relationship between the Elements of Marketing Mix and Consumer Behavior during Environmental Uncertainty: |
title_sort |
relationship between the elements of marketing mix and consumer behavior during environmental uncertainty: |
publisher |
Cihan University-Erbil |
series |
Cihan University-Erbil Journal of Humanities and Social Sciences |
issn |
2707-6342 |
publishDate |
2021-06-01 |
description |
Many companies are facing difficulties such as sales reduction due to the changing of consuming behavior during the period of crises. However, this research aims to understand consumer behavior, and identify influences on consumer behavior during environmental uncertainty, as well as, providing a conclusion for companies to handle the issues related to consumer needs during environmental uncertainty and crisis like COVID-19 pandemic. Therefore, managers are getting confused during the process of making marketing decisions. In addition, COVID-19 as a result of being a global pandemic, the global economy greatly affected and led to a financial crisis caused by the occurred lockdown, where the impact is not due to the disparity between supply and demand as the previous financial crisis. The researchers distributed questionnaires electronically during COVID-19 lockdown to analyze the consumer behavior in two cities of Iraq by using SPSS software, Cronbach’s Alpha, and Person Correlation were used to test the four hypotheses of research. The researchers concluded that environmental uncertainty clearly effects on the principles of consumer behavior. Moreover, during crises and pandemics such as COVID-19, the behavior of consumers is going to be changed. Additionally, the main findings were the positive relation of consumers' behavior with the price, quality, and the availability of product. While, there is a negative relation with advertisements.
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topic |
Consumer Behavior Environmental Uncertainty Pandemic COVID-19 Financial Crisis |
url |
https://journals.cihanuniversity.edu.iq/index.php/cuejhss/article/view/393 |
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