Analysis of the promotional mix elements of industrial establishments: A survey study of the opinions of a sample of workers in the General Company for Construction Industries

Abstract

This study aims to analyze the elements of the promotional mix. It is a survey study of the opinions of a sample of employees in the General Company for Construction Industries. The research problem is embodied in finding an appropriate solution to the problem related to the management's focus on certain elements of the promotional mix when purchasing decisions are made by the customer. The research aims to determine the relative importance of its main variables. The data was collected through a random sample of 82 individuals. The researchers reached a number of results, the most important of which is that the company's management is more interested in direct marketing and public relations compared to other promotional elements in order to identify the products it sells or needs