Master

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Les thèses de Master

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Start date: 2023Subject: search.filters.subject.consumer behavior

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Now showing 1 - 4 of 4
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    L’impact du merchandising sur le comportement du consommateur Cas : l’hypermarché UNO Bouira
    (Ecole Superieure De Managment Tlemcen, 2023-06-12) Tadjine Billel
    It is crucial to become aware of the importance of merchandising and integrate it into the marketing strategy of the new large retail stores established in Algeria. The objective of this study is to understand the relationship between merchandising, specifically point-of-sale advertising (POS), in large retail stores and consumer behavior. We conducted a concrete quantitative study within the UNO Bouira hypermarket, using 170 questionnaires targeting the consumers of this hypermarket. The results were analyzed and processed using SPSS 26 software. The obtained results demonstrate the influence of the POS advertising in the UNO Bouira hypermarket on consumer behavior
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    The effect of nostalgia marketing on the purchasing intention (Algerian Consumer)
    (Ecole Superieure De Managment Tlemcen, 2023) MOUSSAOUI Massinissa & Mr.MOUZAIKA Nour Islam
    This thesis investigates the impact of nostalgia marketing on purchasing intention among Algerian consumers. The study aims to explore the relationship between ad-evoked nostalgia, brand attitude, and purchasing intention. The research questions guiding this study are: (1) Does ad-evoked nostalgia affect purchasing intention? (2) Does ad-evoked nostalgia affect brand attitude? (3) Does brand attitude influence purchasing intention? The first chapter introduces the research questions and formulates three hypotheses based on these questions. Chapter 2 provides an overview of nostalgia marketing, emphasizing its relevance in advertising and reviewing existing literature on the topic. Chapter 3 delves into consumer behavior and brand attitude, discussing the factors that influence consumer decision-making and examining the role of brand attitude in this process. In Chapter 4, an empirical study is conducted to investigate the relationships among ad-evoked nostalgia, brand attitude, and purchasing intention. The research methodology includes sample selection, data collection, and data analysis. The findings reveal positive relationships between ad-evoked nostalgia and both brand attitude and purchasing intention. Additionally, a positive relationship is observed between brand attitude and purchasing intention. The results of the empirical study provide insights into the effectiveness of nostalgia marketing in shaping consumer attitudes and intentions to purchase among Algerian consumers. The implications of these findings are discussed in detail, highlighting the importance of incorporating nostalgia-based advertising strategies to enhance brand attitude and stimulate purchasing intention. The conclusion chapter summarizes the key findings and their implications, and offers recommendations for marketers and advertisers targeting the Algerian market. Future research directions are also proposed to further explore the dynamics of nostalgia marketing and its influence on consumer behavior in different cultural contexts.
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    Boycott as an opportunity to export local product to the European market: Turkey as a case Study
    (Ecole Superieure De Managment Tlemcen, 2025-07) • SEBAAI Abdelkadir • DEHMANE SEBAIHIA Hiba
    In a world where political tensions increasingly shape market dynamics, this dissertation explores how boycott movements can create unexpected opportunities for localproducts to enter new markets. Focusing on Turkey as a gateway to Europe, the study highlights how shifts in consumerbehavior especially during periods of protest can encourage openness to alternativeproducts that align with cultural values. Using both theoretical and empirical approaches, it examines how culturalalignment, product availability, and trust influence purchasing decisions. The findings show that boycotts, rather than being mere reactions, can serve as catalysts for exportation when strategically leveraged. Through the lens of Algerian cosmetic and para-pharmaceutical products, this research proposes a bold vision: that political disruption can be transformed into economic opportunity when local industries adapt, connect, and respond with purpose
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    Boycott as an opportunity to export local product to the European market: Turkey as a case Study
    (Ecole Superieure De Managment Tlemcen, 2025-07) • SEBAAI Abdelkadir • DEHMANE SEBAIHIA Hiba
    In a world where political tensions increasingly shape market dynamics, this dissertation explores how boycott movements can create unexpected opportunities for localproducts to enter new markets. Focusing on Turkey as a gateway to Europe, the study highlights how shifts in consumerbehavior especially during periods of protest can encourage openness to alternativeproducts that align with cultural values. Using both theoretical and empirical approaches, it examines how culturalalignment, product availability, and trust influence purchasing decisions. The findings show that boycotts, rather than being mere reactions, can serve as catalysts for exportation when strategically leveraged. Through the lens of Algerian cosmetic and para-pharmaceutical products, this research proposes a bold vision: that political disruption can be transformed into economic opportunity when local industries adapt, connect, and respond with purpose.