EFFECT OF NON-PROFIT MARKETING ON CUSTOMERS’ PURCHASING BEHAVIOR IN SAUDI ARABIA

Abstract

Non-profit marketing is a business division that relates to the practices and tactics that convey the word of a single company. Customers purchase in accordance with the marketing of the brands. Furthermore, marketing companies ensure that they market for a cause and conduct non-profit marketing there by affecting the customer's purchasing behavior. Therefore, there is link between non-profit marketing and customer purchase decisions, which needs to be explored. Thus, this work has examined the effect of non-profit marketing on customer’s purchasing behavior in Saudi Arabia. This work was done based on qualitative method. The data were collected using survey questionnaire. The sample populations were 118 consumers from Jeddah, and were sampled using random sampling technique. The results have shown that there is significant effect and influence between non-profit marketing and customer purchasing behavior. Thus, it is concluded that companies in Saudi are practicing non-profit and it is showing good effect on consumers purchasing behavior.