Selecting the Best Marketing Methods to Attract Customers Based On Geographical, Cultural and National Characteristics: Case of Famagusta, North Cyprus

This study evaluates the effects of macro-environmental variables such as culture, national, and geography on the extent of attracting customers through the usage of online and offline marketing methods. Data were collected from the degree seeking students of EMU in Famagusta, North Cyprus. 160 questionnaires were returned and data was measured through structural equation modeling. This study includes eleven hypotheses. Out of these eleven hypotheses, nine of them were supported and two of them regarding the effects of geographical variables on online marketing methods and attracting customers were not supported. Marketers should be careful about the affectivity of each marketing methods according to the cultural, geographical and national structure of the society. Combing both online and offline marketing methods result in better outcomes for the company. At the end of the study, future path and study limitation cited for more information. Key Words: Culture, Nation, Geography, Marketing Methods, Attracting Customers.