أثر إدراك المستهلك الجزائري لأنشطة التسويق الإجتماعي على اتجاهاته –دراسة حالة شركة أوريدو للاتصالات
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Date
2016-11-15
Journal Title
Journal ISSN
Volume Title
Publisher
Hassiba Benbouali University of Chlef
Abstract
This study aims to identify the Algerian consumer perception of social marketing
activities and its effects on consumer Attitude. Whereas, the study community included the
Algerian customers at the level of the national territory, Involving research community of Algerian
citizens at the level of the national territory and dealing with customer communications in the
Ooredoo Telecom Company. A questionnaire was distributed on a convenient sample of (532)
customers to distribute a questionnaire The following statistical techniques were employed:
Frequencies, Means, Standard Deviation, ANOVA One – Way, Multiple Regression , and Alpha-
Cronpach test. The researchers attained the following results:
*Statistically significant differences in the degree of Algerian consumer Awareness of the social
marketing activities by demographic factors in each of the following factors: level of education and
income;
*There is a statistically significant impact at the 0.05 level of moral understanding of social
marketing activities of Algerian consumer to Ooredoo Telecom Company on consumer Attitude;
* Statistically significant differences in the Algerian consumer Attitude for social marketing
activities different demographic factors with respect to each of the following factors: age and
income.
Key Words: social marketing, consumer Attitude, Cognitive component, Affective component,
Behavioral component and Algerian consumer.
Description
Keywords
التسويق الإجتماعي, اتجاه المستهلك, المكون المعرفي, المكون العاطفي, المكون السلوكي, المستهلك الجزائري