Correlation Analysis of Effective Factors in Attracting Customers to a New Product of a Brand
Author(s)
Abbas Dadras , Koorosh Molaei Barjehri , Mohammad Reza Khayatian ,
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Abstract
The purpose of this study is to get a deeper understanding of the severity of affecting factors on the attraction of customers from the new product of a TAK MAKARON products in Bandar Abbas city, the Republic of Islamic Republic of Iran. The study influencing factors to attract customers are: products quality, products availability, good prices, packaging design and advertising, which are obtained after in-depth review of library resources.
Data for this study were collected by using the qualitative research method. The information was gathered from the literature, articles and by interviewing. The interviews were based on the questionnaire. The theoretical framework in this paper aimed to the study the main elements of marketing communication and customer relationships marketing. Also, Kendall tau rank correlation coefficient has been used to determine the correlation. This was done by using SPSS statistical software.The results of this study indicate the correlation of all variables with customer attraction, although the percentage of these factors is different in attracting customers.
Keywords
Marketing Communication, Customer Attraction, Customer Selection, Customer Relationship
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