أثر العوامل الاجتماعية وعناصر المزيج التسويقي على نية الشراء من آالت البيع الذاتي لدى طلبة الجامعات الاردنية الخاصة

حسين, محمد خميس (2020) أثر العوامل الاجتماعية وعناصر المزيج التسويقي على نية الشراء من آالت البيع الذاتي لدى طلبة الجامعات الاردنية الخاصة. Masters thesis, جامعة الشرق الاوسط.

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Abstract

This study aimed to know the impact of social factors and elements of the marketing mix on the intention to buy from self-selling machines in the students of private universities Jordan, where the study community (students of private Jordanian universities in The City of Amman) who showed their willingness to cooperate with the researcher to answer the questions of the study, the researcher used the descriptive analytical method, due to the exceptional circumstances the researcher distributed the questionnaire electronically, and the number of questionnaires (514) was used program (SPSS) for statistical analysis and the interviews were adopted unstructured to determine the problem of the study. The study reached several results, the most important of which: there is a statistically significant effect of social factors (reference groups, word transmitted) and elements of the marketing mix (product, price, place, promotion) on the intention to buy users of selfvending machines in students of private universities in Jordan and in light of the results of the study, the researcher made a set of recommendations, the most important of which The need to study the prices of products offered in vending machines and try to reduce them as the prices of the vending machine affect the purchase of products by students The need to work on the availability of many products in the vending machine at the university where the results of the descriptive census that students want to have many products in the vending machine.

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