النمذجة المتعددة الخصائص لسلوك الشرائي للمستهلك كأداة لتحديد استراتيجيات المزيج التسويقي : دراسة حالة عينة من المؤسسات المنتجة لسلع الكهرومنزلية-أجهزة التلفزيون

الملخص EN

The purpose of this study is to find the determinant attributes of TV Sets that effect consumer choice, using Multiattribute Modeling or (MM) as an analytical tool.

TV Set currently make up the big segment of the Appliance industry, but before such products are launched, firms should know customer needs in order to determine the most suitable Marketing Mix Strategies However, Consumers tend to evaluate the product as a bundle of attributes, rather than whole one piece, and thus Multiattribute Modeling Through Importance – Belief or Preference Model can be very useful in this context.

As a result, the following Four attributes of TV Sets were identified: Durability, Price, quality of Image and Brand's kudos Using subjects from “Wilaya of M’Sila” , 159 respondents were asked to rank their preferences for nine TV set brands.

The results indicate that the Image Quality has the greatest influence on the respondents’ buying intentions, followed by Durability, price, and Brand's kudos which had similar effects with regard to purchase intention.

Based on the current findings, it is concluded that Preference analysis by The belief-importance model or Bass & Talarzyk's Preference Model according to a basic compensatory rule is an appropriate tool to identify the key attributes of TV sets.

Using the results presented in this work, manufacturers can better tailor their convenient Marketing Mix by importance – performance matrix to meet the needs of customers, and thus increase sales attributes of TV sets that effect consumer choice