تأثير تخصيص العروض على السلوك الشرائي للمستهلك

قيطون, مجدة

Veuillez utiliser cette adresse pour citer ce document : http://dspace.univ-tiaret.dz:80/handle/123456789/15639

Titre:	تأثير تخصيص العروض على السلوك الشرائي للمستهلك
Auteur(s):	قيطون, مجدة
Mots-clés:	التخصيص العروض التسويق الالكتروني
Date de publication:	jui-2024
Editeur:	جامعة ابن خلدون-تيارت
Résumé:	بعد التحولات الكبيرة في المجتمتات والاقتصاد نتيجة تطور تكنولوجيا المعلومات اصبحت الأجهزة الإلكترونية قادرة على الاتصال الفوري ، هذا التطور استغلته منظمات الأعمال لتحسين الأنشطة التسويقية من خلال استهداف المستهلك بشكل فردي وتقديم تجربة مخصصة والذي يمكن المؤسسات من انتاج منتجات مخصصة بتكلفة فعالة ، تهدف هذه الدراسة الى تحديد مدى تأثير تخصيص العروض على السلوك الشرائي للمستهلك الجزائري.
Description:	After significant transformations in societies and economies due to the development of information technology, electronic devices have become capable of instant communication. This advancement has been utilized by business organizations to enhance marketing activities by targeting consumers individually and providing a personalized experience, enabling institutions to produce customized products cost-effectively. This study aims to determine the impact of offer customization on the purchasing behavior of Algerian consumers. To achieve this goal, we adopted the descriptive-analytical approach, where we discussed generalities about electronic marketing in the theoretical part, explaining how electronic devices have become capable of achieving direct communication via the internet, allowing business organizations to target consumers individually and provide a personalized experience that influences their purchasing behavior. To verify the hypotheses and answer the study's questions, an electronic questionnaire was used to collect data from a random sample of 168 Algerians. After retrieving and analyzing the data using SPSS 25.0 software, we reached several conclusions, where the results showed a statistically significant effect of offer customization on consumer purchasing behavior. Finally, we presented several points as suggestions, including the necessity to study consumer behavior and identify the electronic factors that affect it, delve deeper into understanding customized marketing, as well as the importance of defining academic theoretical concepts about customization and giving it greater importance
URI/URL:	http://dspace.univ-tiaret.dz:80/handle/123456789/15639
Collection(s) :	Master

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