Abstract
The study aims at identifying the role of external factors in affecting marketing performance of retail stores in Jordan which is reflected on the increment of sales volume, market share and consumers’ satisfaction. The study population composed of all retail stores in Amman; the study sample was a simple random sample (probability sample). Data have been collected through a questionnaire and analyzed using (SPSS) program. The measurement of the effect of the independent variables (the economic, political, social and cultural factors) on the dependent variable (marketing performance) showed that there is a positive significant relationship between the independent and dependent variables. This relationship shows that marketing performance of retail stores increases with the enhancement of the store’s surrounding environment. Based on this, the study recommended a number of recommendations that harmonize with the results, marketing contents and future trends which shall be carried on by stores’ owners and the related bodies such as the governmental organizations and chambers of commerce.
Highlights
Despite the increasing importance of the retail sector in Jordan, its growth and its volume variety, there is still a problem in identifying the level of the effect of the external marketing environment elements on the marketing performance of retail stores
The results showed that this sector enjoys competitive capacities that enable it to grow, but there are problems related to the competitive field, ; the study didn’t consider the consumers as one of the study’s variables and didn’t take into account the future trends of the retail trade structure
Among the previous studies that handled the topic of financial marketing performance is the study of Ailawadis and Harlam entitled: an empirical analysis of the determination of retail margins
Summary
Despite the increasing importance of the retail sector in Jordan, its growth and its volume variety, there is still a problem in identifying the level of the effect of the external marketing environment elements on the marketing performance of retail stores. Competition: It is the store’s ability and plan for the technological development through the competitive advantages, such as: parking lots, opening every day, the variety in products, intensive offers, quietness inside the store, attractive decorations and designs, cleanness and providing all the actual buyer’s needs.
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