le pays d’origine de la marque et l’attitude du consommateur local - etude du marche de lubrifiant automobile Algerien -

Abstract

The purpose of this study is to determine the impact of the brand on the local consumer’s attitude formation, which conducts to a positive behaviour. To do this, a model has been adapted on Algerian automotive lubricants sector. In order to achieve the objectives of the study and testing the hypotheses, we designed a questionnaire to collect the preliminary data of the study and to analyse them. We chose a convenience sample of 220 individuals, and the return rate was 93%. The measurement scales were adapted from previous studies to confirm the appropriate questions for each variable in the study. As a result, it has been found that the standardization character of NAFTAL and local dimension have a positive influence on the country of origin perception which have in turn impact on attitudes.