نمذجة أثر المزيج الترويجي على السلوك الشرائي للمستهلك وفقا لنموذج Aida : دراسة حالة مؤسسة اوريدو

الملخص EN

AIDA.

The main objective of the study was to know the effect of the promotional mix elements used by Ooredoo on the purchasing behavior of consumers according to the AIDA model, and the achievement of this goal was based on modeling with structural equations to test the general model from the study that was translated into a data collection questionnaire, and the study was limited to a sample Estimated by 400 items.

Data were analyzed and hypotheses tested using two statistical programs represented by Spss and Amos.

The study concluded with several results, the most important of which is that personal selling has a positive statistically significant effect on consumer buying behavior according to the AIDA model while other elements of advertising, public relations and sales promotion have not affected consumer-buying behavior according to the AIDA model.