ELEMENTS OF MARKETING MIX AND THEIR ROLE IN CONSUMER PERCEPTION OF BRAND IMAGE: A SURVEY OF SAMPLE OPINIONS FROM CONSUMERS OF ENIEM BRAND IN THE ALGERIAN MARKET.

ELEMENTS OF MARKETING MIX AND THEIR ROLE IN CONSUMER PERCEPTION OF BRAND IMAGE: A SURVEY OF SAMPLE OPINIONS FROM CONSUMERS OF ENIEM BRAND IN THE ALGERIAN MARKET.

  • مغراوي محي الدين عبد القادر
  • د. لقـــام حنـان
  • أ. مختـاري خـالـد
Keywords: Marketing Mix, Brand Image, Local Brand, Brand ENIEM, Algerian Consumer.

Abstract

The current research aimed to analyze the importance, correlation and the effect of independent variables represented by marketing variables on the dependent variable represented by local brand, through taking ENIEM as a model for this study, which represents a sensitive sector for the Algerian consumer. The results of the study evinced that the Algerian consumer has a positive image toward the brand ENIEM given marketing variables which has acquired considerable importance to this consumer. Also, the results of this study showed a statistically significant correlation between marketing variables and good perception toward the brand ENIEM, at the same time, the existence of a statistically significant effect for each of these variables on the perception of this brand. The study is concluded to make recommendations and propose a model for marketing factors contribute to improving local brand image and the application requirements of this model.

Author Biographies

مغراوي محي الدين عبد القادر

Prof. Dr. Laboratory of Analysis, Prospective and Skills Development, Department of Business, Faculty of Economics, Business, and Management sciences, University of Mascara, Algeria

د. لقـــام حنـان

The current research aimed to analyze the importance, correlation and the effect of independent variables represented by marketing variables on the dependent variable represented by local brand, through taking ENIEM as a model for this study, which represents a sensitive sector for the Algerian consumer. The results of the study evinced that the Algerian consumer has a positive image toward the brand ENIEM given marketing variables which has acquired considerable importance to this consumer. Also, the results of this study showed a statistically significant correlation between marketing variables and good perception toward the brand ENIEM, at the same time, the existence of a statistically significant effect for each of these variables on the perception of this brand. The study is concluded to make recommendations and propose a model for marketing factors contribute to improving local brand image and the application requirements of this model.

أ. مختـاري خـالـد

3 Prof. Laboratory of Analysis, Prospective and Skills Development, Department of Management, Faculty of Economics, Business, and Management sciences, University of Mascara, Algeria

Published
2018-12-31