INVESTIGATING THE MODERATING ROLE OF CUSTOMER DEMOGRAPHY IN THE RELATIONSHIPS BETWEEN MARKETING MIX ELEMENTS OF STORY BOOKS AND BOOK BUYING

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RAHIMNIA FARIBORZ; ALAVI MOSLEM; NAJAFI SIAHROODI MAHDI

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Journal: LIBRARY AND INFORMATION SCIENCE Year:2013 | Volume:16 | Issue:1 (61) Page(s): 41-70

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Title

INVESTIGATING THE MODERATING ROLE OF CUSTOMER DEMOGRAPHY IN THE RELATIONSHIPS BETWEEN MARKETING MIX ELEMENTS OF STORY BOOKS AND BOOK BUYING

Author(s)

RAHIMNIA FARIBORZ | ALAVI MOSLEM | NAJAFI SIAHROODI MAHDI | Issue Writer Certificate

Keywords

NON-EDUCATIONAL BOOKS.Q2

STORY BOOKSQ2

STORY BOOK MARKETING MIXQ2

BOOK BUYER DEMOGRAPHYQ2

Abstract

Purpose/context: Nowadays having an ineffective system in determining the kind of published books, distribution, pricing, promotion and probably more important, the lack of expert and skilled sellers in this business has confronted the selling process of STORY BOOKS to numerous challenges. This problem is exacerbated since many publishers of NON-EDUCATIONAL BOOKS.have poor information of STORY BOOK MARKETING MIX. Regarding to this gap, the purpose of this research is to study the effect of marketing mix elements on story book buying.Methodology: To conduct this survey, a sample encompassing 420 individuals among story book buyers at book stores in shiraz using regional method are selected randomly. Facevalidity approach and two reliability approaches including cronbach's alpha (0.82) and split half (0.79) are used to test and confirm questionnaire validity and reliability.Findings: Findings show that the people element among marketing mix elements has the highest effect on story book buying and the lowest effect belongs to the promotion. On the other hand customer demography could have moderated the effect of some marketing mix elements including product, promotion and people on story book buying.

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APA: Copy

RAHIMNIA, FARIBORZ, ALAVI, MOSLEM, & NAJAFI SIAHROODI, MAHDI. (2013). INVESTIGATING THE MODERATING ROLE OF CUSTOMER DEMOGRAPHY IN THE RELATIONSHIPS BETWEEN MARKETING MIX ELEMENTS OF STORY BOOKS AND BOOK BUYING. LIBRARY AND INFORMATION SCIENCE, 16(1 (61)), 41-70. SID. https://sid.ir/paper/102495/en

Vancouver: Copy

RAHIMNIA FARIBORZ, ALAVI MOSLEM, NAJAFI SIAHROODI MAHDI. INVESTIGATING THE MODERATING ROLE OF CUSTOMER DEMOGRAPHY IN THE RELATIONSHIPS BETWEEN MARKETING MIX ELEMENTS OF STORY BOOKS AND BOOK BUYING. LIBRARY AND INFORMATION SCIENCE[Internet]. 2013;16(1 (61)):41-70. Available from: https://sid.ir/paper/102495/en

IEEE: Copy

FARIBORZ RAHIMNIA, MOSLEM ALAVI, and MAHDI NAJAFI SIAHROODI, “INVESTIGATING THE MODERATING ROLE OF CUSTOMER DEMOGRAPHY IN THE RELATIONSHIPS BETWEEN MARKETING MIX ELEMENTS OF STORY BOOKS AND BOOK BUYING,” LIBRARY AND INFORMATION SCIENCE, vol. 16, no. 1 (61), pp. 41–70, 2013, [Online]. Available: https://sid.ir/paper/102495/en

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