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Register a new userSupportive Factors on Consumer's Purchasing Decision at Malls An Empirical Study at Aleppo
العوامل الداعمة لقرار التسوق في المخازن التجارية الكبرى من وجهة نظر المستهلك (دراسة ميدانية في مدينة حلب)
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سليمان سليم علي( باحث )
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يهدف هذا البحث بشكل أساسي إلى دراسة العوامل والأسباب التي تدفع بالمستهلك السوري إلى التسوق في المخازن التجارية الكبرى أو (المولات). ولتحقيق أهداف البحث تم تصميم استبيان مخصص لهذا الغرض تم توزيعه على عينة ملائمة مؤلفة من 120 مستهلكاًفي خمسة مخازن كبرى في مدينة حلب. تبين من خلال نتائج هذا البحث أن هناك علاقة هامة وإيجابية بين كل من الأسعار، تكامل الخدمات ،التشكيلة السلعية، عروض الترويج، توفر وسائل الراحة والترفيه والوقت المتاح للتسوق والتوجه إلى هذه المخازن التجارية الكبرى. قدم الباحث مجموعة من التوصيات التي من الممكن أن تساعد القائمين على إدارة هذا المخازن في فهم بعض الدوافع لدى المستهلكين في التوجه للتسوق في (المولات)
The aim of this research is to study the main factors which are driving the Syrian consumer to visit a mall. To achieve the study goals, a questionnaire has been developed and distributed to 120 customers in five malls in Aleppo city. The results shows that there are a significant and positive relationship between prices, integrated services, variety of goods, promotion, and the availability of entertainment tools. This research has provided some recommendations that able the mall store managers to understand consumer behavior to attract them to shop at malls.
Artificial intelligence review:
Research summary
يهدف هذا البحث إلى دراسة العوامل التي تدفع المستهلك السوري للتسوق في المخازن التجارية الكبرى (المولات) في مدينة حلب. لتحقيق هذا الهدف، تم تصميم استبيان وزع على 120 مستهلكًا في خمسة مولات. أظهرت النتائج أن هناك علاقة إيجابية بين الأسعار، تكامل الخدمات، التشكيلة السلعية، العروض الترويجية، توفر وسائل الراحة والترفيه، والوقت المتاح للتسوق، وبين التوجه للتسوق في المولات. قدم الباحث توصيات لإدارة المولات لفهم سلوك المستهلكين بشكل أفضل وجذبهم للتسوق في المولات. من بين هذه التوصيات تحسين الخدمات، تقديم عروض ترويجية جذابة، وتوفير الوقت المناسب للتسوق.
Critical review
دراسة نقدية: الدراسة قدمت إسهامًا مهمًا في فهم سلوك المستهلك السوري تجاه المولات، ولكن هناك بعض النقاط التي يمكن تحسينها. أولاً، حجم العينة كان محدودًا (120 مستهلكًا فقط) مما قد يؤثر على تعميم النتائج. ثانياً، الدراسة لم تتناول بعض العوامل الثقافية والاجتماعية التي قد تؤثر على سلوك المستهلك. ثالثاً، الاعتماد الكبير على الاستبيانات قد يؤدي إلى تحيز في الإجابات. أخيرًا، كان من الممكن استخدام منهجيات بحثية متنوعة مثل المقابلات أو الملاحظة المباشرة للحصول على فهم أعمق لسلوك المستهلك.
Questions related to the research
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ما هي العوامل الرئيسية التي تؤثر على توجه المستهلكين للتسوق في المولات؟
العوامل الرئيسية هي الأسعار، تكامل الخدمات، التشكيلة السلعية، العروض الترويجية، توفر وسائل الراحة والترفيه، والوقت المتاح للتسوق.
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كيف تم جمع البيانات في هذه الدراسة؟
تم جمع البيانات من خلال استبيان وزع على 120 مستهلكًا في خمسة مولات في مدينة حلب.
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ما هي التوصيات التي قدمها الباحث لإدارة المولات؟
التوصيات تشمل تحسين الخدمات، تقديم عروض ترويجية جذابة، وتوفير الوقت المناسب للتسوق.
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ما هي حدود هذه الدراسة؟
حدود الدراسة تشمل حجم العينة المحدود والتركيز على العوامل الاقتصادية دون النظر إلى العوامل الثقافية والاجتماعية.
References used
ANDERSON,David R,Dennis J.Sweeny and Thomas A,Williams.Statics for Business and Economics, 4th ed.1990,west publishing company
ASSAEL, H. , Consumer Behavior and Marketing Action, 3rd ed., 1987,Kent Publishing Company, Boston, MA
DHOLAKIA, R.R, „„Going shopping: key determinants of shopping behaviors and motivations‟‟,International Journal of Retail & Distribution Management,1999. Vol. 27 No. 4, pp. 154-65
GANGAL, V. and A Kumar. Big Bazaar: A Study of Consumer behavior towards Organized Retail. Indian journal of applied research, 2013.vol 3. Issue 4
KAUFMAN,C.F." A new look at one-stop shopping: a TIMES model approach to matching store hours and shopper schedules", Journal of Consumer Marketing,1996. Vol.13,No.1,pp.4-52
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