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Research Article | Open Access
Volume 14 2022 | .
THE ROLE OF CUSTOMER-DRIVEN MARKETING STRATEGY IN PRODUCTS PRICING : AN EXPLORATORY STUDY IN THE OIL PRODUCTS DISTRIBUTION
HaithamHamed Salem, Jassim Hamza Sarmad
Pages: 1238-1247
Abstract
This research aims to diagnose the role of customer-oriented marketing strategy with its dimensions (retail strategy, centralization strategy) as an independent variable in product pricing with its dimensions (pricing based on customer value, pricing based on competition) as an approved variable, in the oil products distribution company. Inadequate marketing information among managers in the petroleum products distribution company about the main and sub-variables that were searched for in terms of details, contents, and application requirements, in addition to the field problem represented in the decrease in the company’s sales of the automotive engine oils product, with a gap between actual sales and planned sales due to competition. And based on the importance of the subject of the research and the importance involved in the research sample and the researched company, the researcher adopted the method of the exploratory study, and by collecting data and information on variables to identify and diagnose the areas in which problems occurred and by using the questionnaire as a basic tool for data collection, which included (45) Paragraph With conducting open interviews and field coexistence, the size of the community was a To study (110) individuals, an intentional sample consisting of (88) statistical individuals representing the senior and middle leaders in the company was selected. The researcher used (SPSS V25, AMOS 25) program in applying most of the statistical treatments and analyzes to test his hypotheses. The researcher concluded that there is a clear and common effect of the strategy Customer-oriented marketing in the dimensions of product pricing strategy, and the company's adoption of pricing method based on the cost of production and distribution of products more widely than its adoption of other pricing methods .
Keywords
Customer-Driven Marketing Strategy, product pricing.
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