The evaluation of traditional communication channels and its impact on purchase decision

Abstract

This research aims at evaluating the traditional communication channels, and the possible impact that it may have on consumers purchase decision, particularly toward their choices of restaurants in Palestine. To achieve this purpose, two main hypotheses, and the total of four sub-hypotheses were derived based on literature review. Descriptive analytical methodology and inductive quantitative approaches were found most suitable to the nature of the research. The population of the research consisted of consumers who make the purchase decision in choosing restaurants either for themselves or on behalf of others. A self-administrated questionnaire was designed based on previous studies and primary data was collected over non-probability accidental sample (restaurants intercept). 500 questionnaires were distributed in Nablus, Ramallah and Bethlehem, 418 valid questionnaires were retrieved within a timeframe of 25 days, from 24th of June till 18th of July 2018, forming a response rate of 83.6%. Based on the statistical analyses, there is a statistically significant impact of traditional communication channels on purchase decision for Palestinian restaurants, the strength of the effect is moderate. Also, each traditional communication channels (Television, Radio, Newspaper and Outdoor) has, separately, a significant positive impact on consumer purchase decision. The strength of the effect ranged from weak to moderate, the study found that outdoors advertisements had the highest impact on purchase decision, followed by television, radio, and newspapers, respectively. Discussion and recommendations are provided based on the study findings.