دور عوامل البيئة التسويقية الكلية في الخصائص الشخصية لمشتري السلع الكهربائية المنزليةدراسة استطلاعية تحليلية لآراء عينة عشوائية من الزبائن

Abstract

This imperial study represents an attempt to measure the role of macro-environment marketing factors upon customers personal characteristics. The study has developed a hypothetical model , which assumes that there is a certain association between macro-environment marking factors (Political ,legal ,technological ,economical and social )and buyer s personal characteristics tics for domestic electrical goods(sex, age, income, career,... etc ) . Having reviewed previous literatures in this regard, questionnaire form has been made, and distributed it to a random sample of(160) customers. The data was analyzed and tested by using appropriate statistical techniques . Finding revealed certain significant relationship between the independent variables (technological ,economical and political ) and dependent variables (income ,sex ,career and education ) Finally , conclusions and recommendations have been drawn and further suggestions were made for further researches to be conducted in the future .