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Register a new userThe Range to Which Consumers of food are Aware of the Practices of Fraud and Deceptive Marketing A field study in the city of Latakia
مدى إدراك مستهلكي المواد الغذائية لممارسات الغش و الخداع التسويقي دراسة ميدانية في مدينة اللاذقية
1964
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يهدف البحث إلى التعرف على مدى إدراك مستهلكي المواد الغذائية لممارسات الغش و الخداع التسويقي في مجالات السلعة و السعر و الترويج و التوزيع, و دراسة الفروق في مستوى إدراكهم لهذه الممارسات وفق متغيرات الجنس و العمر و المؤهل العلمي. و لتحقيق أهداف البحث تمّ بناء استبانة و توزيعها على (271) مستهلك في مدينة اللاذقية, و بعد الدراسة و التحليل تمّ التوصل إلى النتائج التالية: يدرك مستهلكي المواد الغذائية في مدينة اللاذقية ممارسات الغش و الخداع التسويقي المتعلقة بالسلعة و السعر و الترويج و التوزيع بدرجة كبيرة. لا توجد فروق جوهرية ذات دلالة معنوية بمستوى إدراك مستهلكي المواد الغذائية في مدينة اللاذقية لممارسات الغش و الخداع التسويقي وفق متغيرات الجنس و العمر. توجد فروق جوهرية ذات دلالة معنوية بمستوى إدراك مستهلكي المواد الغذائية في مدينة اللاذقية لممارسات الغش و الخداع التسويقي وفق متغير مستوى التعليم, حيث يزداد إدراك المستهلكين لهذه الممارسات في المستويات العلمية المتقدمة.
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 variables 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.
References used
Kotler, Philip; Armstrong, Gary, Principles Of Marketing, 12 Edd., Pearson, Prestic Hall, London, 2008, 138
Perciy L.; Rossister J.R., Advertising Strategy: A Communication Theory Approach. New York, Praeger Puplishes,1980, 230
Thomas R.; Michael L., Ethics And Morality In Business. Garee. Mollennium Marketing Research, 2002,P8
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