Title: Factors Affecting the Amount of Cement Sale (Case Study of Factories in Kermanshah, Lorestan, and Ilam Provinces (Iran))

In this Survey researcher studies the effects of influential factors on the amount of cement sales in the provinces Kermanshah, Lorestan, and Ilam. To obtain comprehensive information about the behavior of customers, and finally increasing the cement product sale, and by this being able to produce the products in accordance to the customers and boost the market share inside and outside the country. To gain this goal 4 elements of marketing was considered and hypotheses of this research was based on four elements: Product, Price, Place of Supply and Advertisement. The population of the research was all of the sellers and resellers of the factories in Kermanshah, Lorestan, and Ilam, selecting an statistical sample of 288 persons. After collecting data, first the data was analyzed by descriptive statistics, the results of this analysis shows the age group, sex, and education of the respondents in the form of bar charts, and then the effect of the product, price, place of supply, and advertisement on the dependent variable(amount of sale) is tested. Factors are considered for any of the mentioned independent variables, and with the use of questionnaires and statistical traversal in the population, analysis of the results using ANOVA technique, analysis of variance, and Duncan's post hoc test, correlation has been tested and confirmed between independent and dependent variables. After testing survey’s hypotheses, ultimately it was shown that all the elements of marketing effects cement sales, and also the main assumption (of these factors the Product has the greatest effect on the cement sales) was approved.

کلیدواژه ها:

Marketing mix ، Product ، Price ، place of Supply ، Promotions and Sales