Abstract

This research aims to an attempt to study the impact of the development of products, namely (the development of product specifications, development of product quality and the advanced technology) in the purchasing decision, and investigating the difference in the purchasing decision of the consumers of Pepsi products in Diwaniyah province, depending on the different demographic specifications and for the purpose of achieving the aims of the research, the researcher distributed a questionnaire prepared for this purpose, this questionnaire has been distributed on the research community which consisted consumers of Pepsi products in Diwaniyah province, and in light of that. the data were collected and analyzed and testing hypotheses using the statistical program SPSS, after that the research found a number of results, the most important was the presence of the impact of statistical significance to develop the specifications, the development of products quality and technology used in the purchasing decision and the lack of a statistically significant difference in the purchasing decision for consumers, depending on gender and income as well as the presence of a statistically significant difference in the purchasing decision depending on the age and educational level. The most important of recommendations highlighted by the research is the need for care about product quality through the care of wrappers used in packaging the products of companies under study increase the perceived value among consumers and focusing on the technology used and caring about it to achieve a sustainable competitive advantage.