العلاقة بين الترويج و زيادة الحصة السوقية : دراسة ميدانية على شركة دال للمنتجات الغذائية

Abstract EN

The study aimed at identifying the relationship between the promotion and increase in market share of Dal Company for Food Products.

The study model and hypotheses were built based on literature review; while the measurement of the variables had been developed depending on previous studies; whereas a random sample procedure had been chosen and structured questionnaire had been developed.

Out of 120 questionnaires 100 had been retrieved which represent 83% of response rate.

In order to make sure of the reliability of data Alpha Chronbach test had been conducted, as well as using multiple regression analysis to test the hypotheses.

The most important results showed lack of attention to the level of client income in increasing the market share, due to lack of marketing and promotional strategy.

Thus, the study calls for conducting further researches in the field.