Investigating the Effect of Marketing Mix (4P) on the Sales Increase of Waterheaters Produced by Ghaynar Khazar Compay in Tabriz

Subject Areas : Business Management

Sirous Fakhimi Azar ¹ , Morteza Akbari Vaneabad ² , Reza Rasouli ³

1 - Assistant Professor and Faculty Member of Management Department, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Moderator Birjand, Islamic Azad University, Ahar, Iran
3 - Assistant Professor and Faculty Member of Payame Noor University, Tehran

Received: 2010-07-12 Accepted : 2011-02-04 Published : 2011-05-22

Keywords: marketing mix, sales, Ghaynar Khazar waterheaters,

Abstract :

The purpose of this paper is to investigate the effect of marketing mix on the sales increase of waterheaters produced by Ghaynar Khazar Company in Tabriz. In this regard, after reviewing the concepts of marketing mix (4p) and the integration of product, price, promotion and place, we have suggested a principal hypothesis about the effect of marketing mix on the increased sales of waterheaters produced by Ghaynar Khazar Company and four subsidiary hypotheses about the effect of each of the four items on the sales increase of the waterheaters. The statistical hypothesis includes all the customers of Ghaynar Kazar waterheaters. The research sample consists of 160 people who were chosen according to the sample size table and by using stratified random sampling. In order to collect data, we used a questionnaire, the validity and reliability of which were confirmed by face value and Cronbach's Alpha Coefficient, respectively. The data were analyzed through the use of Kolmogrof-Smirnof T-test and test. The results indicate that marketing mix and all the four items included in it have an effect on the sales increase of Ghaynar Khazar waterheaters. Furthermore, the order of the 4p variables regarding their effect on the sales rate is product, promotion, place, and price, respectively. 

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