Abstract

Marketing communications or promotion is one of the elements which can have an effect on consumers’ behavior through five important and effective marketing elements. Among all commercial products, household appliances are significantly noteworthy based on their strategic nature. Exploiting marketing communications mix in selling domestic appliances produced in other countries, in an attempt to sell them in Iran could effectively entice customers into buying such products through the manipulation of their tastes and wants. The present study with focus on related literature on marketing communications, aims at investigating the degree of importance of marketing communications on selling the foreign household appliances in Iran based on a descriptive-applied research through pair wise comparison. Using a pair wise comparison questionnaire, including 60 questions in three parts, the researcher collected data from the senior managers of big household appliances companies in Europe and East Asia who are active in Iran as well, under the basis of present and desirable circumstances. It was concluded that there is a difference between companies producing household appliances in Europe and East Asia considering the importance of elements of marketing communications.

Keywords:

Home appliances, integrated marketing communications, marketing communications mix, marketing mix, promotion,

References

Competing interests

The authors have no competing interests.

Open Access Policy

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Copyright

The authors have no competing interests.