تحليل اتجاهات المستهلك الجزائري نحو العلامات التجارية الأجنبية و أثرها على قراره الشرائي للهواتف النقالة

Abstract EN

This research aims to determine the impact of the Algerian consumer attitudes towards foreign brands on his purchasing decision to buy mobile phone.

To achieve the objectives of the study and test the hypotheses, a sample of 291 respondents, has been taken based on a random sample.

The results have concluded that there is a significant positive effect between the Algerian consumer attitudes towards foreign brands and the consumers' purchasing decision.

Moreover, Results show that compared with other factors, the Brand association is a key element on the Algerian consumer's purchasing decision when buying mobile phones.