العوامل المؤثرة في قرار شراء المستهلك للهاتف المحمول : دراسة ميدانية على عينة من الطلبة الجامعيين في الجزائر

الملخص EN

The decision to purchase a mobile phone is an important issues for both the consumer and the marketer, and therefore it is important for researchers in the field of economic psychology to search for the factors affecting the decision to purchase it, accordingly, this study came to determine the factors affecting the decision of university students to buy a mobile phone.

To Achieve this purpose the questionnaire "Factors affecting the decision to buy a mobile phone" was enveloped by the two researchers, it consists of (33) items distributed on seven axes: price, brand, advertising, after-sales service, phone characteristics (technical and external), influence Social, psychological impact .

The questionnaire was administered to a sample of (113) male and female students from some Algerian universities, after checking its psychometric properties.

The results of the study resulted in: 1) The decision to purchase a mobile phone is affected by four main factors, topped by the characteristics of the product in the first place, followed by psychological factors in the second place, the brand ranked third, while the price ranked last among these factors, 2) while the factors: advertising, after-sales service and social factors do not affect the decision to buy the consumer.

The results of the study contribute to enriching the existing literature on the behavior of consumer choice in the local market for mobile phones, they also indicate the need for each of the designers, producers, owners of institutions for mobile phone manufacturing and marketing managers to consider the factors that the consumer takes into account during the purchase, especially with regard to With the characteristics of the product, psychological factors, brand name and price, this is to ensure achieving a competitive advantage and increasing sales to enterprises by satisfying the consumer’s desires and directing his tendencies towards specific products.