دراسة تحليلية للعلاقة بين السلوك الاستهلاكي لربة الأسرة، و القيمة و الجودة المدركة للعلامة التجارية

Abstract EN

The study aims to reveal the nature of the relationship between housewife consumptive behavior and the value and the perceived quality of the commercial brand using the descriptive analytical methodology.

The study tools include general data form for the female head of the family, a questionnaire for the value and perceived quality of the commercial brand and a questionnaire for the consumptive behavior.

The researcher used purposive non-random samples of 336 housewives .

The study results have concluded the presence of statistically significant differences within sample in the value and the perceived quality questionnaire depending on the marriage duration, family size, the housewife job and the level of monthly income.

In addition, there are statistically significant differences within samples in the consumptive behaviour questionnaire depending on the marriage duration, family size, the housewife job.

There is also statistically significant correlation between some of the social and economic level variations and the value and the brand perceived quality and consumer behaviour.

In conclusion, the study recommends the importance of raising the housewife awareness level of the value and the brands perceived quality and rationalizing their consumptive behaviour.