What is it about?
This research aims at evaluating the traditional communication channels, and the possible impact that they may have on consumers' purchase decisions, particularly toward their choices of restaurants in Palestine. It also tries to identify which is the most effective traditional communication channel in this regard.
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Why is it important?
In Palestine, it is difficult to compete with new communication channels, which makes it harder for marketers as well. Marketers in Palestine do not know what traditional communication channels are the most effective ones to use, especially in the restaurant sector, and that’s why they are paying a large amount of money to cover all traditional communication channels without having real scientific research on what channel has the greatest impact on the consumers' purchase decision.
Perspectives
It was really so hard to collect data for this research, most of the Palestinian cities are isolated by the occupation force of Isreal; we had to exclude the Gaza strip from this study because of accessibility issues and Jerusalem, the historical capital of Palestine, which despite the fact that it is located in the middle of the west bank, Palestinians under the age of 40 are not allowed to enter the city without a permit and the researchers were denied the permission to enter the holy city!
Dr. Ghaith Mustafa Al-Abdallah
University of Kurdistan Hewler
Read the Original
This page is a summary of: The evaluation of traditional communication channels and its impact on purchase decision, Management Science Letters, January 2020, Growing Science,
DOI: 10.5267/j.msl.2019.12.014.
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