The impact of gray marketing on the consumer purchasing decision-making process / an exploratory study of the opinions of a sample of customers of perfume shops in the city of Mosul

Abstract

The current research aims to study the analysis of gray marketing and the impact of its activities on the consumer's purchasing decision. The consumer is always looking for his favorite products, at appropriate prices, as business organizations seek to protect their products from the process of price manipulation by unlicensed intermediaries. Here came the idea of researching gray marketing, which is done During which the original products were sold at lower prices or worked on imitating them, which is reflected in the purchasing decisions of consumers. The research was conducted on a selected group of perfume shops in the city of Mosul. 80 questionnaires were distributed with a response rate of 81%. The research reached a number of conclusions, the most important of which were: There are there is a significant correlation between gray marketing and the consumer's purchasing decision. In light of the conclusions, a number of proposals were presented, including: Organizations should not deal with counterfeit products and stay away from them.