This study explores the relationship between consumer behaviour and marketing effectiveness and preferences for Unilever products in Jordan. The study employed an online survey to collect data from a sample of 384 Jordanian customers of Unilever products. The study uses PLS-SEM to analyse the relationships between the variables and test the proposed hypotheses. To evaluate the success of marketing campaigns, three metrics-customer acquisition cost, return on investment, and customer lifetime value-are employed. Consumer behaviour is evaluated using social, personal factors, and psychological, the study helps local producers improve their marketing strategies to compete with global companies by providing perspectives into the factors influencing Jordanian customers' preferences for Unilever Products. The study's findings contribute to our understanding of Jordanian consumers' preferences for Unilever products, consumer behaviour, and marketing efficiency. The study's conclusions have implications for Jordanian marketing executives and politicians on a practical level, particularly in terms of developing strategies to boost domestic producers' competitiveness and promote the growth of the regional economy. These results emphasize the value of customer behavior analysis and effective marketing tactics for businesses in the Jordanian market.
This paper aimed to investigate the relationship between the marketing mix from an Islamic perspective and competitive advantage in Jordanian banks. The study also attempts to determine the role of demographic variables (gender, qualifications, experience, and career level) on the relationship between marketing mix and competitive advantage. The population of the study consisted of 13 banks in Jordan; three banks are categorized as Islamic banks that follow the rules of Islamic Shariah, and ten of them are categorized as commercial banks. The researcher distributed 80 questionnaires; 56 questionnaires were retrieved with a percentage of 70%. The researcher found that banks use the marketing mix to a high degree by providing services and products that express the customer's needs in accordance with the requirements of Islamic Sharia. The study also showed that a small group of banks avoid providing products and services to customers that are not Shariah-compliant. Moreover, most banks are catering to the needs of consumers, regardless of their awareness of the product from an Islamic point of view. The results also showed that a simple category of Jordanian banks set a reasonable and easy profit rate in line with the current and fair custom between the seller and the buyer under the so-called simple profit compatible with the perspective of Islamic Sharia. In addition to providing an attractive and clear pricing system for customers in line with Islamic Sharia regulations.
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