تحليل أثر أنماط السلوك الشرائي و اتجاهاته في اختيار المراكز التجارية و السلع : دراسة تطبيقية على محافظة البلقاء

Abstract EN

This study is aimed at developing the pattern of trade and domestic market trends in Balqa governorate in compliance with consumer behavior and purchasing trends in the governorate، by identifying consumer trends and choices for selecting shopping centers، consumer's satisfaction with goods offered in the store shelves and finding the most prominent view points of the shop owners and examining factors affecting purchase decision.

Two questionnaires were e distributed to a random of sample from the population of shop owners and buyers in the Balqa governorate.

The most important results were found as follows: - Grocery & supermarkets products، and food items are equal to (34.2%) of the volume of domestic trade in the province.

The most important variables that affect the performance of marketing activity of the shopping centers are the availability of various goods with a variety of prices and quality.

- also we found that 42.04% of the study sample preferred shopping in the evenings، and 23.36% preferred to buy from outside the governorate .

the highest percentage of buyers trends from the district's Center is in the township of Salt with (49.3%).

- Also the results showed that there was a significant statistical correlation between the level of family income and shopping from outside Al-balqa governorate of (21%)، as well as a significant correlation of (17.3%) between the shopping from outside the governorate and the number of familymembers & workers.

In addition there is strong correlation with other variables with (21.5%) between the income level and preference purchase of original goods.

Upon these findings، the study has a number of recommendations that contribute to improve performance of marketing activity (the volume of profit & sales and market share) for the domestic trade sector in the governorate، that include: exerting joint offers by the management of this sector to develop plans for marketing communications and offering wide range of commodities in line with aspects related to the purchase trends and consuming behavior.