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Register a new userThe factors affecting the consumer behavior and its relationship to purchase decision (a field study on the Syrian youth in the academic stage)
العوامل المؤثرة على سلوك المستهلك و علاقتها بالقرار الشرائي: (دراسة ميدانية على الشباب السوري في المرحلة الجامعية)
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تكمن أهمية المستهلك في الدور الذي يلعبه في نشاط الشركات و المؤسسات التي تقوم بتقديم منتجاتها و خدماتها له، فالاستراتيجيات التسويقية الناجحة تعتمد على فهم رجال التسويق بشكل عميق لأبعاد السلوك الشرائي للمستهلكين، و يتطلب ذلك دراسة سلوكه لمعرفة أكثر العوامل تأثيراً فيه و التي تتنوع بين العوامل الاجتماعية -الحضارية - الثقافية- العمر- الجماعة المرجعية....إلخ. لذلك عمدنا إلى إعداد هذا البحث الهادف إلى توضيح أهمية العوامل المختلفة في سلوك المستهلك و دورها و علاقتها بالقرار الشرائي، و قد طبق هذا البحث على عينة من المستهلكين في المرحلة الجامعية، و تم التوصل إلى مجموعة من الاستنتاجات و التوصيات منها: أهمية متابعة التغير في أنماط سلوك الفرد، و ضرورة تجزئة السوق وفقاً للمتغيرات الحضارية، و التركيز على الاهتمام بالمنافع التي تقدمها السلعة من حيث السعر و الجودة، و تصميم الإعلانات بشكل علمي.
The importance of consumer lies in the role that he/she is playing in the companies' and institutions' activities which offer their products and services for him/her. The successful marketing strategies depend on the deep understanding of the dimensions of consumers' purchasing behavior by marketers. This requires a study of this behavior to know the most effective factors which vary between social, civilization-related, and cultural factors, as well as age, and referential group. For that we intended to prepare this research which aims to clarify important role of different factors in the consumers' behavior and their relation to the purchasing decision, This research has been applied on a sample of consumers in the academic level. A set of conclusions and recommendations has been reached: The importance of watching changes in individual's behavior patterns, the necessity to divide the market according to civilization-related changes and concentrating on utilities which offered by the product concerning quality, price and scientific planning of advertising.
References used
حميدة, دراسة سلوك المستهلك و مختلف العوامل و الأهمية. منتدى الإكليل.
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With the great development of communication and information technology, and the net spread extensively all over the world. Works’ organizations went towards electronic work environment, and we notice that Syria is trying to keep up with this developm
ent and entering electronic work environment by using works’ organizations this environment in spreading their works and products, and of spreading elements which has been used by these organizations was the online advertising.
But the effect of this advertising differs by differing of culture of each country and consumers who see this advertising, for what the cultural factors have of great effect on the consumer’s behaviour generally. So this research aims to study the effect of these cultural factors on the consumer’s behaviour towards online advertising and his acceptance the modern technology buy survey study to a group of consumers in the Syrian coast in which they distributed 209 questionnaires. One of the most important results which has been achieved is that the online advertising doesn't agree with value and habits which consumer have, also consumers prefer watching online advertising with the language which they speak with.
The objective of this field study was to examine the effect of brand
name dimensions, namely; brand perceived price, brand perceived
quality on purchase decision. The field research was carried out
on university youth in Syria. Aimed the research
was to
understand the most influential brand name dimensions on
purchase decision. Based on brand name literature, previous
empirical and conceptual studies, a self-administered
questionnaire was developed as a primary data collection method.
The questionnaire instrument was distributed and delivered to a
convenience sample (800 students) of Al-Furat university.
Descriptive statistics, simple and multiple regression analysis
techniques were employed to test the research model and
hypotheses. Empirical findings revealed a positive and significant
impact of brand name dimensions (brand perceived price, brand
perceived quality) on purchase decision of youth university.
This study aims to evaluate the consumer purchasing behavior who buys in order to
benefit from personal to him and members of his family in the economic crisis behavior
and to identify the choices and decisions of purchasing related to consumer goo
ds, , and all
this in order to identify new patterns Syrian consumer in crisis for actions economic
experienced by the local market about five years ago.
This was done using a descriptive approach by designing and distributing a
questionnaire to a random sample of consumers in the Syrian coast, and the data were
analyzed using spss statistical program, the researcher found that the economic crisis in the
local market have worked to change the Syrian consumer behavior. The study also showed
that this crisis has generated new patterns of behavior purchasing whether to delay and
postpone purchases of durable goods, or the emergence of rational behavior of the
rationalization of consumer spending and demand for buying used products and products
with low quality as a result of reduced purchasing power among Syrian consumers.
This study aimed to determine the effect of advertising on the purchasing behavior of the university youth and to monitor the extent of their interest in follow-up ads and the extent of its influence in addition to the quality of those ads and how th
ey believe it s and to know whether their purchase decision is related to the ads seeing or not? television advertisements is one of the most important ways of advertising in the present time, with the technological development in photography ,lighting, and communications; a combined development occurred with the format and style of the production of TV advertising, concerning its classification, method of implementation, the effects used visually and acoustically . it now has its effective psychological impact on the receiver in different countries via satellites. Depending on advertising for marketing of goods, services, and even ideas is irreplaceable nowadays.
The main objective of this study was to determine the level of consumer
awareness toward food safety in Damascus, the biggest governorate in Syria.
The data were obtained from a survey of 196 consumers in Damascus, during
the year 2012. A special
index was developed through out set of questions.
ANOVA was used to recognize the significant different means of awareness
index matching levels of each influent factor, and the study revealed that there
were significant differences among index means for categories of: age, gender,
education, marital status, income, sector of work, place of living and place of
shopping. According to the Probit model analysis, older persons had higher
probability of having awareness toward food safety by 18.8% and 16.8% for
the second and third (older) category of age. Women were more aware than
men by 9.2%. High education increases the probability. Likewise, The average
level of income had the highest probability of having awareness by about 34.9%
comparing with low and high income groups. The study recommended to create
a special informative campaigns targeting especially groups with low levels of
awareness, throughout the most favorite ways for consumers, which were T.V.
and internet.
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