أثر تموقع العلامة التجارية على اتخاذ قرار شراء المنتجات المحلية : دراسة تحليلية لعلامة كوندور

الملخص EN

Local Markets Are Characterized By Intense Competition In All Fields, Especially In The Field Of Electronics, As It Is A Multi-Choice For The Consumer, Which Prompts Local Institutions, Especially Condor Electronic Company, To Try To Position Itself In The Local Market.

The Aim Of This Study Is To Know The Positioning Of The Condor Brand And Its Impact On The Purchasing Decisions Of The Algerian Consumer.

For This Reason, A Descriptive Analytical Method Is Used By Administering A Questionnaire To 460 People To Collect Data.

After Analyzing The Data Using The SPSS Statistical Program, It Was Found That There Is A Statistically Significant Impact Of Brand's Positioning And Each Of (Fame, Quality And Price) On Decision Making To Purchase Local Products.