A comparative study of consumer attitudes in Iran and Dubai towards marketing mix elements for small home appliances

Abstract

This study examines the attitude of consumers of small home appliance products in Iran and Dubai towards four elements of the marketing mix, Product, Price, Place and Promotion. Empirical data were gathered from 393 respondents in Iran and Dubai. Statistical analysis conducted using SPSS 18 software to test the research hypotheses about the similarity of each element#x2019;s importance in the two studied countries. The findings reveal great insights about customers#x2019; preferences in each country. This novel study is of particular interest for the academic researches and marketing practitioners seeking firsthand information about customer attitudes both in Iranian and Dubai markets.