تأثير البيع الشخصي على اتخاذ قرار الشراء : حالة المنتجات الكهرومنزلية بالجزائر

الملخص EN

Personal selling is an essential element in marketing because it is the main driver of sale process, that’s why firms give it interest in order to influence target audience behavior and push them to purchase.

This study aims to identify the effect of personal selling on buying a home appliances, to achieve our objective, we relied on the survey method where a questionnaire was distributed to 1200 consumers in five states in west of Algeria, we concluded that personal selling has a direct and indirect effect on Algerian consumer's decision to buy a household product by intervening three variables: perception, attitude and motivation.