الابتكار في بحوث التسويق و أثرها على تغيير السلوك الشرائي للمستهلك : دراسة حالة على مصنعي بوهيات الشروق و المهندس بولاية الخرطوم

الملخص EN

The problem of this study was the main question which was to which limit the innovation in marketing research impact on changing the purchasing behavio of the consumer? The research aims to identify the impact of the innovation variable in shopping research on the purchasing behavior of the consumer, as well as presenting modern ways and methods in marketing research to confront the threats resulting from the transformation in the business environment, and knowing the use of scientific methods to develop innovation and competitiveness.The research has used the historical descriptive approach beside the analytical approach to process the data collected applied on (the workers of the Shorouk and Al-Mohandes paint factories), which consisted of (110) workers.

The study has come up with several results, including: the existence of an impact of measuring the independent variable of innovation in marketing research (customer complaints, customer data analysis, customer response, competitor analysis) on the dependent variable (consumer motives, consumer culture) and this confirms the validity of the hypotheses mentioned in this study, The industrial sector companies are also aware of the importance of these dimensions in achieving their goals.The study recommended the following: Paying attention to innovation in marketing research and identifying all things that are related to customers besides applying more researches related to this topi.