Analysis of Cumulative Advertising Factors for Consumer Behavior: A Case Study in Iraqi General Company for Food Products

Research aims to enable companies to influence consumer behavior by identifying relative importance of cumulative advertising factors, allowing them to focus on these factors: corporate potential, competitor behavior, and market segment factors. A case study approach was chosen for Iraqi General Company for Food Products, and real data was used to demonstrate extent to which three factors are present. Research concluded that company focused on corporate potential factor and neglected the other factors. Therefore, it is recommended that company pay attention to three factors and achieve a balance in focusing on them to ensure full impact of its cumulative advertising on consumer behavior, maximize its sales, and increase its market share.