مساهمة برامج تنشيط المبيعات في التغيير من السلوك الاستهلاكي السلبي للمستهلك الجزائري بمستغانم-UNO: دراسة ميدانية بمركز التسوق

الملخص EN

The study aims to identify the contribution of the sales promotion program to change the negative consumer behavior of the Algerian consumer-a case study at UNO shopping center in-Mostaganem.

the sample of the study consisted of 120 individuals, chosen by available sample method.

the study found that there was a positively and significantly effect in (∝ ≤ 0.05) of the dimensions of the sales promotion program (the contests, the coupons, the discounts, the free samples, the lottery tickets and raffles) on the negative consumer behavior of the Algerian consumer a case study at the UNO shopping center in-Mostaganem, the study also found that there were no statistically significant differences in the effect of the dimensions of sales promotion due to the variables (sex, age, educational level, social status, income).

while there were differences due to the variable (professional status).

the study recommends the need to increase attention to improving the level of sales activation programs that depend on it in shopping centers in general and UNO shopping center in Mostaganem in particular.