A STUDY ON IMPACT OF GREEN MARKETING MIXED ON CONSUMERS PURCHASING BEHAVIOR – CASE STUDY ON CONSUMERS OF DAIRY PRODUCTS IN SCIENTIFIC & APPLIED EDUCATION CENTER BICYCLE PRODUCTION COMPLEX OF QUCHAN, IRANHamid Saremi, Behrad Moein Nezhad and Maryam Tavakoli
To Study of consumer decision-making process is important because complex global developments in all fields as well as in marketing area, has forced marketers to target their activities freely. In todayÂ’s competitive world, clients are in companies Â‘ main focus of attention and concern. The necessity to achieve our customersÂ’ satisfaction is to meet their complete needs and pinpointing their requirements, needs accurate identification, preferences, expectations, desires, abilities and their limitations in purchasing the products. With access to such information can specify the factors influencing on behavior of consumers and use it in marketing decisions making of companies. So companiesÂ’ products should be in accordance with the customers expected benefits. In this context, the recognition of the various dimensions of the trend of the buyer and determine the relationship between them with marketing mixed elements is necessary. Daily increasing attention to environment causes to consider the green products and buyersÂ’ behavior towards the consumption of these products. The concerns over the environment among marketing pundits leads to look for new concepts in marketing, the studies have shown that the importance of the consumption of green products between students in the bicycle manufacturing industrial complex is important and interesting issue and environmental concerns and understanding of their problems in the creation of a desire to buy green products is effective so for this reason to study the benefits of this new phenomenon and its blended elements on consumers buying behaviorÂ’ is objective of this research. This paper aims to study the marketing mixed factors in customers purchasing behavior of green products and dairy products, as the case. In this paper the marketing mixed standards has been considered. In this research a description, library method has been used is used, and information of this study has been collected through questionnaires. The considered statistical population is 116 Individuals of consumers of dairy products, of Scientific & Applied Education Center Complex Bicycle Production Complex of Quchan. After collecting data the analysis of data has been done through inference & descriptive statistics. As result of this study it is found that the variables of mixed green marketing is influencing on consumer behavior and there is significant and positive relation between blended elements of green marketing and consumer behavior of green products
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