FACTORS IMPACTING THE SELECTION OF ELEMENTS OF THE PROMOTIONAL MIX FOR CONSUMER GOODS

A STUDY ON TO A GRAIN FACTORY – ZLITEN

Abstract

The aim of this study is to identify the factors affecting the selection of elements of the promotional mix for consumer goods. The study was conducted on the Zliten Cereals Factory, and these factors focused on the nature of the commodity, the life cycle of the commodity and the target market. To achieve the aim of the study, the required data was collected by preparing a questionnaire that was distributed to a list  of workers concerned with the subject of the study. The list in concluded  (20) individuals. The descriptive analysis method was used to answer the hypotheses, and measures of arithmetic means, standard deviation, percentages, and frequency tables were used. The study found a set of recommendations, the most important of which is emphasizing the necessity of exploiting specialized scientific personnel in the field of marketing to carry out their effective role in the factory, as well as the necessity of Managing marketing objectives according to the organizational structure, using different promotional methods, and combining its elements to prepare the appropriate promotional mix.