التسويق الابتكاري و أثره في اتخاذ قرار الشراء - دراسة ميدانية

Abstract

This study aimed to find out the impact of innovative marketing on making the purchase decision for 4G services in the range and the way. In order to achieve the objectives of the study, a questionnaire consisting of 27 items was prepared, distributed on three axes. The questionnaire was distributed to a random sample electronically due to the exceptional circumstances imposed by the Coronavirus pandemic. The number of members of this sample was restricted to 150 individuals, from which 120 valid questionnaires were retrieved for analysis, i.e. 80% of the total number of distributed questionnaires. We processed their data depending on the program. Statistical packages for social sciences spss, and at the end we reached a set of results, the most important of which are: - There is a statistically significant impact of innovative marketing on the decision to purchase fourth generation services in the states of Medea and Bouira at a level of (α = 0.05) in the following fields (material aspects, individuals, distribution, promotion) - There is no statistically significant effect of innovative marketing in making the purchase decision for fourth generation services in the states of Medea and Bouira at a level of (α = 0.05) in the following areas (pricing, facilities, product) - It was found that there are no statistically significant differences at the level of (α = 0.05) in the innovation marketing variable and making the purchase decision due to the personal variables (gender, income, age, customer, participation purposes, profession). - That there are no statistically significant differences at the level (α = Summary VII 0.05) in the purchasing decision variable attributable to the personal variables (gender, income, age, customer, subscription purposes, profession) Keywords: innovation, innovative marketing, consumer behavior, purchasing decision.