النمذجة بالمعادلات الهيكلية لقياس واقع تطبيق المزيج التسويقي الإسلامي : دراسة تطبيقية على المستهلك الجزائري

الملخص EN

This study aims to assess the application of a proposed Islamic marketing mix in Algeria through a structural model utilizing the structural equation modeling program (Amos V24) & (SPSS V24).

A structured questionnaire composed of five parts was distributed to a sample of 403 consumers.

The study concluded that the addition of the element of pious people is important among Muslim consumers.

In addition, the study found that an Islamic marketing mix would need to pay more attention to price i.e.

more humane pricing and less excessive profits.

Other components of the traditional marketing mix showed to be neutral.