Master
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Les thèses de Master
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Item L’impact du merchandising sur le comportement du consommateur Cas : l’hypermarché UNO Bouira(Ecole Superieure De Managment Tlemcen, 2023-06-12) Tadjine BillelIt 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 behaviorItem The effect of nostalgia marketing on the purchasing intention (Algerian Consumer)(Ecole Superieure De Managment Tlemcen, 2023) MOUSSAOUI Massinissa & Mr.MOUZAIKA Nour IslamThis 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.Item 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 HibaIn 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 purposeItem 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 HibaIn 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.Item Les effets de la publicité électronique sur l'orientation du consommateur : étude sur le cas de l'entreprise Mobilis Oran(école superieure de managment tlemcen, 2020) YACHBA WafaThe objective of this research to clarify and measure the effect of electronic advertising on consumer behavior. To do this, we have conducted a quantitative study on a sample of 105 people of Mobilis. Results indicate that the effects of the Mobilis company's advertisements differ from one individual people to another depending on their individual characteristics. They show also that the advertising campaign developed by the company has a real influence on consumer behaviorItem التسوق عبر الانترنت وأثره على سلوك المستهلك دراسة حالة موقع "جوميا" الجزائر للتسوق(المدرسة العليا للإدارة الاعمال تلمسان, 2020) قانة رابحThis study aims to know the effect of electronic shopping on consumer behaviour in the "Jumia" Algeria shopping site, as the study targeted a sample of the community represented by students and workers of the Higher School of Management .Here is a sample in Tlemcen-, where their number reached 113. Use an electronic questionnaire that was published on the special page to collect data In the school on Facebook, the research method used is the descriptive and analytical approach, depending on the Statistical Package for Social Sciences program (SSPS v25). The study aimed that there is a positive impact of the dimensions of electronic shopping, represented in (expected performance, expected effort, and social impact) on the intention to use online shopping behaviorally, so as to give and show a set of recommendations to improve and develop this kind of shoping in Algeria in order to influence the way of buying and to facilitate it to the consumer in the near future.