ESMT Repository
Welcome to the Digital Repository of the Higher School of Management - Tlemcen
- This digital archive preserves a wide range of scholarly materials, including publications, conference presentations, book contributions, entire books, theses, and research data.
- Data can be in various formats, such as videos, spreadsheets, code, and images.
- We keep also presentations and other scholarly resources
Recent Submissions
Behavioral intention to purchase sustainable food by Gen Z
(Ecole Superieure De Managment Tlemcen, 2025-07) Fellague aya
The transition toward more sustainable consumption patterns is increasingly driven by younger generations, particularly Generation Z. This dissertation investigates the behavioral intention of Generation Z to purchase sustainable food, focusing on the interplay between individual attitudes, confidence in sustainability labels, and the influence of social media. After a comprehensive review of the literature, a quantitative method was employed through a survey of 119 Generation Z participants. The results indicate that while a positive attitude alone did not directly predict purchase intention, trust in labels was found to mediate this relationship. Additionally, social media engagement strengthened the effect of attitudes on purchasing intentions. These findings highlight the importance of credible labeling and strategic social media marketing to effectively reach this environmentally conscious generation.
L’impact de l’emballage sensoriel sur la qualité perçue des produits agroalimentaires en Algérie : Étude de cas des produits laitiers de l’unité de SAIDA du Groupe Giplait
(Ecole Superieure De Managment Tlemcen, 2025-07) ♦ BRAHIMI Ferdous ♦ DJEDIANE Souheir
In a competitive agri-food market, sensory packaging is a strategic lever influencing the
perception of product quality. This thesis analyzes its impact on GIPLAIT's dairy products in Algeria,
combining qualitative interviews and quantitative surveys. The results show that visual elements (color,
design, images) are essential, while tactile and olfactory aspects enhance the overall experience.
Algerian companies need to adapt their packaging strategies to local preferences while integrating
sustainable dimensions. Eco-friendly packaging, using recycled or biodegradable materials, is gaining
popularity, supported by certifications like ISO 14001. Innovation in sustainable materials poses the
challenge of balancing aesthetics and functionality. For GIPLAIT, it is recommended to introduce
seasonal designs and communicate about sustainability, as packaging is crucial for improving quality
perception and differentiation in the market.
L'impact du marketing sensoriel sur la fidélité des clients Cas de restauration rapide "larry fried Chicken"
(Ecole Superieure De Managment Tlemcen, 2025-07) Bellifa Hassina et Mohamed Belhadj Nesrine
Sensory marketing has become a major strategiclever for companiesseeking to stand out. By
engaging the visual, olfactory, auditory, and gustatorysenses, itallows the creation of
immersive and emotionalconsomptionexperiences, thusstrengtheningcustomerattachment
to the brand. More thanjust a tool for attraction, sensory marketing aims to generate
positive and memorable experiences, which are key to building lasting customerloyalty.
The survey conducte damong customers of the restaurant "Larry Fried Chicken" shows that
the quality of the sensoryatmosphere, combinedwith the professionalism of the staff, plays a
decisiverole in the overall customer experience. These elements directly influence customer
satisfaction, which in turn leads to greaterloyalty. Therefore, sensory marketing emerges as
an essential driver of differentiation and customer retention in a competitive environment
L’impact de la digitalisation sur les pratiques managériales des équipes de vente des entreprises agroalimentaires : Etude de cas et analyse qualitative
(Ecole Superieure De Managment Tlemcen, 2025-08) Mr. BARKA Achraf Ayoub
In the continually transforming agri-food sector, digitalization plays a pivotal role in evolving
management practices, especially within sales teams. This study aims to understand the
impact of digital tools on the management of these teams. Using a qualitative approach,
interviews were conducted with several companies in the sector to assess the real effect of
digitalization on key aspects such as performance monitoring, recruitment, training, and
communication. The results show that integrating digital tools promotes better results
evaluation and improved commercial performance monitoring. It also simplifies the
recruitment processes for sales representatives and enhances the flow of information among
collaborators. The analysis also reveals a willingness to adapt and a recognition of the
strategic importance of these tools. To succeed in this transition, it's essential to support teams
through adapted training and to promote the exchange of best practices among companies,
ensuring sustainable evolution in an ever-changing environment
E-WOM et intention d’achat à l’ère numérique : étude quantitative auprès de consommateurs de la marque Apple
(Ecole Superieure De Managment Tlemcen, 2025-07) Mekkaoui Farah
The digital transformation of traditional word-of-mouth has not only strengthened the breadth of opinions and experiences, but it has also generated new dynamics of influence, consequently modifying purchasing decisions on an unprecedented scale. The central problem aims to determine the extent of the influence of the determinants of the e-wom on the purchase intention and how this correlation is modulated by the perception of the customer. To answer this question by taking the Apple brand as a case study. We conducted a quantitative study including an online questionnaire. Thanks to the latter, we collected 100 responses from Algerian consumers who were processed via SPSS and Smart PLS software for data analysis. The data significantly indicate that the e-WOM plays a crucial role in the purchase decision, thus reorganizing the information environment. More precisely, positive reviews boost the desire to buy, their quantity strengthens confidence, and the richness of the content helps in the decision. The economic effectiveness of opinions is therefore based on their perceived usefulness and credibility