In today’s highly competitive market, a key to success for any business depends on knowing the consumer, the consumption patterns and understanding factors influencing the decision-making. The aim of the study is to know the intentions and preferences of customers towards selecting and purchasing dates and to identify the factors which are influencing the respondents towards dates purchasing. A well- structured questionnaire is used for the collection of data. It is found that 62.8% of respondents agree to strongly agree with the statement that many dates’ companies (brands) in market. 63.8% of respondents agree to strongly agree with the statement that they are confused which brand of dates to select. 68.9% of respondents agree to strongly agree that they do not know the total brands (dates) available in Oman. 56.7% of respondents agree to strongly agree that they prefer dates in gift package form. 61.2% of respondents disagree to strongly disagree with the advertisement of dates in media. i.e. respondents are expressing that the advertisements of dates are less in media. It is found that consistency is high for ‘get instant energy. The second most consistent factors is the ‘favourite for family and having less calories’ in the product. The researchers concluded by providing appropriate suggestions to increase advertisements mode and frequency in modern and economic communication channels like twitter, Instagram, Facebook and blogs etc. There is a huge potential to attract more customers by making innovative advertisements. Frequent offers and discounts should be given for customers by creating occasions and events and Marketers should use innovative positioning strategies like health, energy booster, culture, union of family and friends, food supplement, children growth etc.

In today’s highly competitive market, a key to success for any business depends on knowing the consumer, the consumption patterns and understanding factors influencing the decision-making. The aim of the study is to know the intentions and preferences of customers towards selecting and purchasing da...