قرار تبني المستهلك للمنتجات الجديدة في ظل الابتكار التسويقي دراسة ميدانية لعينة من مستخدمي خدمة 4G لمؤسسة موبيليس بولاية البويرة

Abstract EN

This paper aims to identify the impact of marketing innovation on the decision to adopt the 4G services of Mobilis in Bouira, To achieve the objectives of the study we have designed a questionnaire distributed to the randomly selected 385 individual sample members, which was processed using the SPSS, based on descriptive statistical methods.

The most important results of the study showed that there is a statistically significant impact between marketing innovation and consumer decision to adopt the 4G services provided by Mobilis, the study recommends that marketing innovation be considered as one of the most effective means of giving new marketing ideas, which has a significant role in influencing consumer behavior.