The Effect of Promotion Mix Elements on Consumers Buying Decisions of Mobile Service: The case of Umniah Telecommunication Company at Zarqa city- Jordan

Abstract

This research aims to study the factors affecting the consumers buying decisions of mobile service provided by Umniah Telecommunications Company in Zarqa city; the factors include advertising, personal selling, sales promotion, and public relations. Data were collected through questionnaires forming a representative sample. A total of 440 questionnaires were distributed to Umniah Telecommunication Company consumers in Zarqa city, the findings indicated that there is a positive effect of  advertising, personal selling, sales promotion, and public relations with consumers buying decisions. Advertising was found to be the most critical factor in affecting consumers buying decisions.

Keywords: promotion mix, advertising, personal selling, sales promotion, public relations, consumers buying decisions, Jordan