أثر المسابقات الترويجية على السلوك الشرائي للمستهلك الجزائري _ دراسة حالة مؤسسة موبيليس بعين تموشنت

Abstract

"This study addressed the impact of promotional contests on the purchasing behavior of the Algerian consumer. To achieve the study's objective, data was collected through the distribution of a questionnaire to the study population, consisting of 100 customers of the Mobilis company in Aïn Témouchent in the year 2025. The aim was to test the study hypotheses using a variety of statistical methods, most notably: Analysis of variance (ANOVA), simple linear regression, correlation coefficient, and coefficient of determination, all conducted using SPSS software. The study reached several key findings, the most important of which are: There are no statistically significant differences at the significance level (α ≤ 0.05) regarding the effect of promotional contests on the purchasing behavior of Mobilis customers in Aïn Témouchent. Additionally, there are no statistically significant differences at the same significance level concerning the effect of promotional contests on purchasing behavior when considering customers’ gender, income, and educational level. However, with regard to age, statistically significant differences were found at the significance level (α ≤ 0.05) in the impact of promotional contests on the purchasing behavior of Mobilis customers in Aïn Témouchent. "