دراسة تأثير التخفيضات السعرية على الصورة الذهنية للعلامة التجارية RENAULT في مدينة الشلف بالجزائر

الملخص EN

This study aimed to identify the impact of price cuts of the company RENAULT-Algeria on the mental image of this brand using its three dimensions (cognitive, Affective, and behavioral).

To realize this objective a survey study was conducted to collect data from the study sample by distributing a questionnaire on a convenient sample of 500 respondents from Chlef in Algeria.

The study used many statistical methods in order to test the research hypotheses.

Among the main results of this study: * There is a statistically significant relationship at the level of significance (α≤0,05) between the price discounts used by the company " RENAULT " Algeria and its mental image, which is positive and weak; * There are no statistically significant differences between the mental image of "Renault "Algeria due to the demographic characteristics with the exception of gender and income.