دراسة أثر القيمة المدركة للعلامة التجارية موبيليس على القرار الشرائي للمستهلك الجزائري

Abstract EN

This study aimed to identify the impact of mobilis brand perceived value on the Algerian consumer purchasing decision using Aaker's four dimensions model of the brand value (Perceived quality, brand loyalty , Brand awareness and Brand Associations).

To achieve this objective the researchers had collected data by distributing a questionnaire on a convenient sample of 600 respondents from the Algerian population In order to test the hypotheses, the study used many statistical methods: ANOVA, Regresion Analyzes through SPSS.

Accordingly, the main Finding of the current study was: there are no significant differences between the Algerian consumer purchasing decision and mobilis perceived value attributed to their demographic characteristics.

Whereas there is a statistical significant relationship between mobilis brand perceived value and the Algerian consumer purchasing decision