2023
DOI: 10.6007/ijarbss/v13-i7/17416
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The Effect of Marketing Effectiveness, and Consumer Behaviour on Consumer Purchase Preference for Unilever Products in Jordan

Abstract: This study explores the relationship between consumer behaviour and marketing effectiveness and preferences for Unilever products in Jordan. The study employed an online survey to collect data from a sample of 384 Jordanian customers of Unilever products. The study uses PLS-SEM to analyse the relationships between the variables and test the proposed hypotheses. To evaluate the success of marketing campaigns, three metrics-customer acquisition cost, return on investment, and customer lifetime value-are employed… Show more

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Cited by 2 publications
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