تأثير عناصر المزيج التسويقي للمنتج على قرار شراء العلامة التجارية : دراسة حالة : المكيف الهوائي لمؤسسة كوندور

الملخص EN

This study aimed to find out the extent of the influence of the marketing mix elements on the decision to purchase an air conditioner for the CondorThis study aimed to find out the extent of the influence of the marketing mix elements on the decision to purchase an air conditioner for the "Condor" brand.

The field study included a sample of 200 community members in the Bechar region, and the questionnaire was used as a main tool for data collection.

The study also relied on descriptive statistics and inferential statistics in the process of data analysis and hypothesis testing, by using the SPSS 20.

0 program for statistical analysis.

The study found a measure of the extent and degree of influence and relevance of each component of the marketing mix represented in product pricing, promotion and distribution on the decision to purchase an air conditioner "Condor" brand.