The behavior of the industrial buyer and his role in the promotion of sales and personal selling of the company - an applied study in the company refineries center

Abstract

This research deal with industrial buyer behavior as an independent variable and its role in the sales and personal selling as dependent variables . The problem of the research to answer the question Is there a role for the independent variable in sales and personal sales promotion? The research also aims to determine the correlation and influence the behavior of the industrial buyer independent variable in sales and personal sales promotion with an indication of the relative importance of each of them، has been chosen Midland Refineries Company (Daura) has been chosen as the location for the application of research، where the collection researcher data from 82 individual decision makers in the company researched and used the questionnaire as a tool to collect data as well as personal interviews and records of the company، in order to reach the desired results have been using SPSS statistical software for data processing، based on the analysis of answers to the sample and test correlations and influence has reached a researcher to a group of conclusions was most important that the company is interested to achieve direct contact especially through any available methods and modern methods of communication، so as to build a relationship strong، especially with the target audience with promotional efforts within the company coordinate and sections of different marketing units to make it all taking place in accordance with the path of a unified and coordinated . We noticed the need to rely on the team to buy a specialized (point of purchase) in the process of buying the business and try to reduce the cognitive dissonance of the members of that team through the hiring of who has experience and a certificate of marketing as well as develop their abilities to open training courses include special programs to develop skills and abilities mental and administrative.Key words: industrial buyer behavior، sales promotion، personal selling.المقدمة :