يعد الولاء نحو العلامات التجارية لمنتجات منظمات الأعمال و خدماتها مؤشراً مهماً على نجاح تلك المنظمات في تقديم منتجات تتوافق مع حاجات و رغبات المستهلكين، و في هذا الإطار هدف هذا البحث إلى دراسة أثر مواصفات المنتج و العوامل الشخصية و الاجتماعية للمستهل
ك نحو الولاء للعلامة التجارية من خلال دراسة ميدانية لمشتري أجهزة الهاتف المحمول في مدينة دمشق.
This research aims to identify the range of awareness of fraud practices and
deception in the areas of marketing item, price, promotion and distribution, and to study
the differences in the level of awareness of these practices according to variabl
es of
gender, age and academic qualification. To achieve the objectives of the research, a
questionnaire is designed and distributed to (271) consumers in Lattakia City. After deep
analysis and study, the following conclusions have been reached:
1. The consumers in Lattakia City are fully aware of fraud and deceit regarding the
product, price, promotion and distribution.
2. There are no statistically significant differences among the levels of food
consumers’ awareness of the practices of fraud and deceit regarding the variables
of gender and age.
3. There are statistically significant differences in the levels of food consumers’
awareness of practices of fraud and deceit regarding the variable of academic
qualification. The higher their academic qualifications are, the more the
consumers are aware of these practices.
The research aims to highlight the design elements of the climate of
the store, and drew attention to the need for attention to shops
climate design commensurate with the event and occasion.
According to the search results that the variables in th
e design of the
climate of the store, such as music, colors, lighting, has a positive
impact on the consumer to stimulate the purchase (impulsive
consumer purchase), but the design of the climate of stores in the
city of Damascus are not according to accurate study of the
suggestions and desires of consumers and characteristics of the
consumer, and looking consumer Syrian marketing for an enjoyable
experience, especially on special occasions, and this experience
circulating among consumers during the event period.
This research deals with the problems related to the impact of
the INFORMATION TECHNOLOGY revolution on the
consumer who contracts through the Internet, where we talk
about the definition of the consumer in the contract on the
Internet, and the r
easons to justify its protection, and also dealt
with measures developed by the Syrian legislator for consumer
protection, Or Consumer Protection Law No. 2 of 2008, and to
indicate the extent to which they are sufficient for consumer
protection over the Internet, at the time of contracting and in
the next stage of the conclusion of the contract.
