Comparison of adaptive internet and traditional marketing mix the willingness to buy cultural products

Today, the increasing development of Internet and communication services, manufacturers and sellers of particular importance to the internet and use it for the sell products are recognize. In this study, it is so important to the Internet and traditional marketing mix, in willingness to purchase cultural products, to be compared. At first course of the general concepts related to the marketing mix and also literature relating to this subject, discussed, and finally the model will be presented. Population of this study, 385 cases of cultural products buyers at Guilan province, is located in the of Iran. To analyze data from software SPSS, both descriptive and inferential statistics is used and of Friedman test is used for rank the factors, the results indicate that except the promotion and distribution of independent variables in the marketing mix of traditional and Internet research, other variables have significant difference in willingness to buy cultural products.

Mix traditional and Internet marketing, tend to buy, consumer behavior