Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study

Jesus Cuauhtemoc Tellez Gaytan, Tecnologico de Monterrey, San Luis Potosi, Mexico
A. M. Sakkthivel, Skyline University College, Sharjah, UAE  
Gouher Ahmed, Skyline University College, Sharjah, UAE
Shohab Sikandar Desai, MENA College of Management, Dubai, UAE
Abstract

The purpose of the study is to investigate the impact of promotional and the word-of-mouth variables on consumer buying behaviour in the fast-emerging economy of the Sultanate of Oman with a population of 4.6 million including about 2.0 million expatriates. From our study it emerges that, all the promotion-mix variables have a significant impact over the consumer buying and decision making behaviour, but surprisingly there are no takers for the word of mouth variables. The advertising, internet, direct marketing and others have more impact, and sales promotions and external variables have less impact. The study helps firms and public authorities to seek excellent strategies in deciding the best product promotions and also to achieve the Omani government goal of 81 per cent of non-oil GDP by 2020.

Keywords: Promotion mix variables, external variables (word of mouth), consumer buying behavior, mobile communication services, construct analysis

Suggested citation:
Gaytan, J.C.T., Sakthivel, A.M., Ahmed, G., Desai, S.S. (2020). Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study. Skyline Business Journal, 16(1), pp 45-54. DOI: https://doi.org/10.37383/SBJ160104

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Notes on contributors
Jesus Cuauhtemoc Tellez Gaytan, Tecnologico de Monterrey, San Luis Potosi, Mexico
A. M. Sakkthivel, Skyline University College, Sharjah, UAE  
Gouher Ahmed, Skyline University College, Sharjah, UAE
Shohab Sikandar Desai, MENA College of Management, Dubai, UAE
Suggested citation
Gaytan, J.C.T., Sakthivel, A.M., Ahmed, G., Desai, S.S. (2020). Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study. Skyline Business Journal, 16(1), pp 45-54. DOI: https://doi.org/10.37383/SBJ160104