أثر الكلمة المنطوقة على القرار الشرائي لمستهلك المكملات الغذائية بمدينة الشلف : دراسة حالة شركة "Scipharma"

الملخص EN

This study aimed at identifying the impact of word of mouth on the purchasing decision of the consumers of nutritional supplements produced by SCIPHARMA in Chlef city.

This was done through a field study on an sample of 150 consumers.

The data was statistically processed.

The study concluded that there is a statistically significant effect of word of mouth (Credibility of word of mouth, Source of word of mouth, Positive word of mouth, Negative word of mouth, Intensity of word of mouth) on the purchasing decision of the consumers of nutritional supplements in Chlef city, Also the study found that there were statistically significant differences in the purchasing decision of the consumers of nutritional supplements in Chlef city due to demographic characteristics, except for the gender variable