أثر حملات التسويق الاجتماعي على سلوك المستهلك اتجاه المنتوج المحلي : تقييم حملة استهلك جزائري لسنة "2015"

Abstract EN

This research aims to study the impact of social marketing campaigns on consumer behavior towards local products, particularly with regard to strategies and means of implementation.

Also, it is a matter of demonstrating the relationship between demographic factors and consumer behavior in the acquisition of local products.

To this end, a questionnaire was drawn up and submitted to a random sample of consumers in the Béchar region, made up of 112 individuals, whose results were processed by SPSS.

The results showed a statistically significant relationship between the implementation of the "Consume Algerian" campaign and the acquisition of the local product, and the presence of significant effect between demographic variables and the acquisition of local products..