أثر الإعلانات التجارية على السلوك الشرائي للمستهلك النهائي : دراسة تطبيقية في مجال الهاتف المحمول على سكان مدينة انواكشوط

الملخص EN

This research work aims to measure the impact of advertising on the behaviour of the end-user of mobile telephony services in the city of Nouakchott.

To achieve this goal, a survey was administered to obtain information using an appropriate random sample from the study population.

A questionnaire has been drawn up for this purpose in accordance with the scientific standards adopted in this field.

The data was processed by SPSS 20.

0 software to test hypotheses and achieve the objectives of the study.

The study revealed that the behavior of the end-user of mobile telephony services in the city of Nouakchott is strongly influenced by the type of advertising, the type of advertising medium and the components and characteristics of advertising, while socio-demographic factors ( age, sex, work, education level, subscription, income) remain neutral.

The individual test for each company showed the significance of the effect of advertising on consumer behavior.