النقاط المرجعية لدى المستهلك و دورها في نية الشراء للأجهزة الخلوية : دراسة ميدانية في سوق مدينة حلب

الملخص EN

This research seeks to explore the reference points (internal reference price, external reference price, brand loyalty, store image, price discount) and their role in consumer’s purchasing intention of mobile phones at the markets in Syria.

These points are formed by the previous prices stored in memory, the current prices, prices of mobile phone brands displayed in stores, and information on discounts, all of which form a basis for comparison that affects the purchasing intention.

Following using SPSS 20 to perform the statistical analysis of the research sample, which amounted to 433 users of mobile phones who answered a questionnaire in Aleppo markets, the results of the study indicated that: External reference price is the most significant determent in the purchasing intention, followed by the price discount, then the internal reference price and finally brand loyalty.

However, store image has no impact on the consumer’s purchasing intention.

keywords: Reference Points, Reference Price, Brand Loyalty, Price Discount, Store Image, Purchasing Intention