قياس اتجاهات المستهلكين المحليين نحو إقامة مشروعات صغيرة للمرأة : دراسة إستطلاعية في مدينة جدة

الملخص EN

Measuring consumers' attitudes and behavior is of great importance in administrative and marketing activities, and it is even more important if it is related to making a decision to establish projects that require a high degree of accuracy and carefulness in determining consumer attitudes and tendencies towards them, as studying consumer attitudes and behaviors towards certain commodities depends crucially on the success of marketing efforts.

Therefore, many industrial and service organizations have increased their interest in the need to know the desires and opinions of consumers regarding the goods and services that they buy in order to achieve the best satisfaction for them, as organizations rely on this to build their appropriate marketing strategies that achieve success, continuity and survival.

In view of the importance of understanding and explaining consumer behavior and its motives, the researcher has been presenting this study with the aim of identifying consumer trends in the city of Jeddah, in order to prepare scientifically and practically for decision makers and assist them, regarding the establishment of (small projects) that generate income that can be practiced by women within the scope of a package of policies and strategies prepared for this.

the purpose.

In order to achieve the objectives of the study, the researcher has been studying and measuring consumer behavior trends in the study community through a sample that was estimated and selected according to scientific standards and foundations.