{"id":5033,"date":"2026-05-31T08:12:39","date_gmt":"2026-05-31T08:12:39","guid":{"rendered":"https:\/\/journal.ziu-university.net\/?p=5033"},"modified":"2026-05-31T08:12:41","modified_gmt":"2026-05-31T08:12:41","slug":"the-strategic-role-of-marketing-information-systems-in-enhancing-the-effectiveness-of-organizational-purchasing-decisions-an-applied-study-in-the-food-industry-sector-at-kabo-company-2025","status":"publish","type":"post","link":"https:\/\/journal.ziu.edu.sy\/?p=5033","title":{"rendered":"The Strategic Role of Marketing Information Systems in Enhancing the Effectiveness of Organizational Purchasing Decisions ” An Applied Study in the Food Industry Sector at KABO Company” (2025)"},"content":{"rendered":"\n

Abstract                                  <\/strong><\/p>\n\n\n\n

This study examined the impact of Marketing Information Systems (MKIS) on purchasing decisions at Capo Dairy Company, with particular emphasis on the core components of MKIS, including internal records systems, decision support systems (DSS), marketing intelligence systems, and marketing research. The research sought to analyze the extent to which these systems contribute to enhancing the effectiveness and quality of purchasing decisions within the company.<\/p>\n\n\n\n

The study specifically focused on the role of internal records and marketing research in improving procurement efficiency, while also addressing the effectiveness of decision support systems and internal reporting mechanisms in influencing purchasing processes. To achieve its objectives, the study adopted a descriptive-analytical methodology through a case study approach applied to Capo Dairy Company.<\/p>\n\n\n\n

The findings revealed a statistically significant positive relationship between marketing information systems and purchasing decisions, indicating that marketing research and marketing intelligence play a vital role in supporting effective procurement practices. The study also found that the company employs a flexible and reliable Decision Support System capable of enhancing data analysis and facilitating informed decision-making. In addition, the existence of a continuously updated internal records system was shown to significantly improve the quality and responsiveness of marketing and purchasing decisions.<\/p>\n\n\n\n

Based on these findings, the study recommends increasing investment in internal records systems through regular updating and development, while giving greater priority to marketing intelligence activities to support strategic decision-making. The study further emphasizes the importance of strengthening coordination and information sharing among marketing departments and organizational units in order to maximize institutional effectiveness and improve overall organizational performance.<\/p>\n\n\n\n

Keywords:<\/strong> Marketing Information Systems (MKIS), Purchasing Decisions, Marketing <\/strong><\/p>\n\n\n\n

 \u0627\u0644\u0645\u0633\u062a\u062e\u0644\u0635 <\/strong><\/p>\n\n\n\n

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BY : <\/p>\n\n\n\n

Ali Hassan Habib Hamad\u00b9<\/em><\/p>\n\n\n\n

\u0639\u0644\u064a \u062d\u0633\u0646 \u062d\u0628\u064a\u0628 \u062d\u0645\u062f\u00b9<\/em><\/p>\n\n\n\n

\u00b9 Assistant Professor, Technological University, Sudan.<\/em>Corresponding Author: Ali Hassan Habib Hamad<\/em><\/em><\/p>\n\r\n\t\t

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<\/div>\r\n\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/div>","protected":false},"excerpt":{"rendered":"

Abstract                                   This study examined the impact of Marketing Information Systems (MKIS) on purchasing decisions at Capo Dairy Company, with particular emphasis on the core components of MKIS, including internal records systems, decision support systems (DSS), marketing intelligence systems, and marketing research. The research sought to analyze the extent to which these systems contribute to enhancing …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[163],"tags":[],"class_list":["post-5033","post","type-post","status-publish","format-standard","","category-163"],"_links":{"self":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/5033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5033"}],"version-history":[{"count":1,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/5033\/revisions"}],"predecessor-version":[{"id":5034,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/5033\/revisions\/5034"}],"wp:attachment":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}