Marketing Communication Affecting Purchasing Decisions of Adhesive Tape in Industrial Factories

Abstract

     This research aimed to study 1) marketing communication in adhesive tape purchasing decisions of customers in industrial factories, 2) factors influencing the adhesive tape purchasing decisions of customers in industrial factories, 3) a comparison of the adhesive tape purchasing decisions of customers in industrial factories based on establishment demographics, and 4) the impact of marketing communication factors on the adhesive tape purchasing decisions of customers in industrial factories. This quantitative research employed a questionnaire with two hundred thirty sets as the data collection instrument. Statistical analyses included percentages, means, t-tests, F-tests (One-Way ANOVA), and Multiple Regression Analysis.

           The findings revealed that 1) the overall importance of marketing communication in the adhesive tape purchasing decisions of customers in industrial factories, including sales promotion, advertising, public relations, direct marketing, and personal selling, was rated at a very high level.  2) The overall factors, influencing the adhesive tape purchasing decisions of customers in industrial factories, were rated at a very high level of agreement. 3) A comparison of adhesive tape purchasing decisions of customers in industrial factories based on establishment demographics showed that different establishment demographics significantly influenced purchasing decisions. 4) The marketing communication factors, influencing the adhesive tape purchasing decisions of customers in the industrial factories, were public relations, direct marketing, and personal selling.