اتخاذ القرار الشرائي للمستهلك الجزائري بين تأثير الإعلان و العلامة التجارية

الملخص EN

This study deals with the impact of advertising and brand on the Algerian consumer's Behaviour decision to buy a new product.

it also highlighted the importance of marketing communications in the enterprise's success and survival, and the need for research in the study of consumer's Behaviour in order to know his needs and desires and cope with the changes in it because it is one of the reasons for the success and survival of enterprises.

to implement this study, we distributed 300 questionnaires in Wilaya Tlemcen.

then, they were unloaded using some statistical methods to study and analyze the customers views with excel and SPSS Programms.