تأثير اتجاهات المستهلكين نحو الهواتف النقالة على القيمة المدركة للعلامة التجارية

Abstract EN

This research aims to study the effect of consumer attitudes towards mobile phones on the brand perceived value, through the exposure of the various theoretical concepts related to the subject of consumer trends towards the brand of properties and components to achieve the perceived value of the brand, where we followed the descriptive approach to present and describe the study variables, in addition to the analytical method by commenting on what was described and to analyze the results obtained from the primary data represented in the questionnaire.

the practical study which was carried out on a sample of 287 mobile phone users in the region of Bouira, using SPSS v20, showed that most of the sample members believe that Samsung has succeeded in delivering distinct and innovative phones that match and meet the needs of customers of Bouira, while the results of Oppo and Huawei varied between medium and negative in terms of the quality of the phones and their continuous improvement.