دراسة إستكشافية لتأثير خصائص الهاتف الذكي في قرار الشراء لدى المستهلك الجزائري

الملخص EN

This study aims to discover the most important characteristics that the Algerian consumer focuses on when he seeks to make a decision to buy a smartphone that he believes has the ability to satisfy his needs and desires.

After addressing the conceptual and theoretical aspect of the purchase decision, its mechanism, and the factors affecting it in general, we tried to identify the impact of the characteristics of the smartphone in particular on the decision-making process.

Through a field study we conducted, we found that the individuals who were included in the research sample give great importance to the size of the storage memory, the duration of the battery life, the quality of the camera, and the screen size, respectively, compared to other features.

Accordingly, the designers and marketers of these products should focus on supporting and developing these characteristics and inform the consumer about them in order to influence their future purchasing decisions.