أثر التسويق العكسي على القرار الشرائي للمستهلك "دراسة ميدانية على مستهلكي الأكياس البلاستيكية أحادية الاستخدام في أسواق محافظة حماه"
DOI:
https://doi.org/10.5281/zenodo.19643384الكلمات المفتاحية:
التسويق العكسي، القرار الشرائي للمستهلك، الأكياس البلاستيكية أحادية الاستخدامالملخص
هدف البحث إلى تحديد أثر التسويق العكسي بعناصر مزيجه (المنتج العكسي، الترويج العكسي، التوزيع العكسي، التسعير العكسي) على القرار الشرائي لمستهلكي الأكياس البلاستيكية أحاديَّة الاستخدام في محافظة حماه
استخدمت الباحثة المنهج الوصفي وقامت بتوزيع 500 استبانة على عينة ميسرة من مستهلكي الأكياس البلاستيكية في محافظة حماه، وقامت الباحثة بتحليل البيانات باستخدام برنامج التحليل الاحصائي (SPSS 28).
خلصت الباحثة إلى وجود أثر ذو دلالة إحصائية لجميع عناصر المزيج التسويقي العكسي على القرار الشرائي لمستهلكي الأكياس البلاستيكية أحادية الاستخدام في محافظة حماه.
وقدم البحث مجموعة من التوصيات أهمها: الحرص على استخدام التسويق العكسي للحد من استخدام الأكياس البلاستيكية ضمن إستراتيجية اجتماعية وثقافية واقتصادية متكاملة.
التنزيلات
المراجع
[1] A. Rafiki, S. Hidayat, and M. Nasution, “An extensive effect of religiosity on the purchasing decisions of halal products,” PSU Research Review, vol. 8, no. 3, pp. 898–919, 2024.
[2] A. Fify, “Customer perception of de-marketing domestic water consumption in Egypt,” The Scientific Journal of Business and Finance, vol. 44, no. 1, pp. 136–180, 2024.
[3] A. Mustafa, “The impact of Facebook ads on consumers’ purchasing decisions: An analytical study in light of previous studies,” pp. 662–706, 2024.
[4] A. Ghanem and E. Younis, “The impact of customer-participated production on achieving innovation priority, applied to plastic shopping bag factories in Dahaklia Governorate,” Raya International Journal of Business Sciences, vol. 3, no. 9, pp. 274–302, 2024.
[5] B. Abdul Hamid and B. Ahmed, “The effect of electronic marketing on the consumer’s purchasing decision: A survey study on a sample of Ali Express website users,” Master’s thesis, Univ. of Biskra, Algeria, 2024.
[6] B. Ghadeer, The Basic Approach to Analyzing Data Using IBM SPSS 20 Statistics, The Mechanism of Using the Program in Conducting Scientific Research Through Examples, pt. 1, 1st ed. Syria, 2012, p. 290.
[7] B. Ghadeer, The Basic Approach to Analyzing Data Using IBM SPSS 20 Statistics, The Mechanism of Using the Program in Conducting Scientific Research Through Examples, pt. 2, 1st ed. Syria, 2012, p. 284.
[8] S. Ellis, S. Kantner, S. Saab, and M. Watson, Plastic Grocery Bags: The Ecological Footprint. BC, Canada: VIPIRG, 2005, pp. 1–19.
[9] F. Sudirjo, C. Paramita, I. Yani, and M. E. Utami, “The influence of business location and word of mouth on purchasing decisions,” Reslaj: Religion Education Social Laa Roiba Journal, vol. 6, no. 3, pp. 2369–2377, 2024.
[10] H. AbdulMotelab, N. Eid, and H. El-Akhras, “The impact of de-marketing on sustainable tourism development (an applied study on the Ras Muhammad Reserve in South Sinai),” Journal of Association Arab Universities for Tourism and Hospitality (JAAUTH), vol. 26, no. 2, pp. 158–178, 2024.
[11] H. Al-Mansour, “Brand image and consumer loyalty,” Algerian Journal of Economics and Management, vol. 22, no. 3, 2008.
[12] J. Lawrence and N. Mekoth, “De marketing for sustainability: A review and future research agenda,” International Journal of Consumer Studies, 2023.
[13] J. Lopes, M. Pinho, and S. Gomes, “From green hype to green habits: Understanding the factors that influence young consumers’ green purchasing decisions,” Business Strategy and the Environment, vol. 33, no. 3, 2024.
[14] K. Biercewic and K. Włodarczyk, “Consumer emotions, purchasing decisions, shopping time, and paths in virtual reality,” Human Technology Journal, vol. 20, no. 2, pp. 399–415, 2024.
[15] K. Fletcher and A. Gbadamosi, “Examining social media live stream’s influence on the consumer decision-making: A thematic analysis,” Electronic Commerce Research Journal, vol. 24, pp. 2175–2205, 2024.
[16] K. Sahli and A. Siagh, “The role of de marketing to rationalize electricity consumption for the residential sector: A case study of a sample to residents of Ouargla, Algeria,” Algerian Institutions Performance Journal, vol. 11, no. 1, 2022.
[17] R. Al-Amouri, “The role of de marketing strategies in rationalizing electricity consumption, applied to the General Electricity Company, Al-Zawiya City, Libya,” Journal of Human and Society Studies, vol. 7, pp. 1–30, 2019.
[18] M. Saleh, “The effect of de-marketing on the use of single-use plastic bags by shoppers - a field study in the governorates of Upper Egypt,” Scientific Journal of Financial and Commercial Studies and Research, vol. 5, no. 1, pp. 758–800, 2024.
[19] M. Mahdi, “The risks of plastic pollution and its effect on the environment: A case study of the city of Derna after the flood,” Almanara Scientific Journal, no. 6, pp. 13–47, 2024.
[20] M. Al-Khazraje, “Using de marketing to reduce consumer addiction and shift towards a green consumer: An exploratory study of the opinions of a sample of soft drink consumers,” Tikrit Journal of Administrative and Economic Sciences, vol. 20, no. 66, pp. 1–20, 2024.
[21] N. The Hebaida, “Using graphic design elements for social media advertisements and their relationship to the Kuwaiti consumer’s purchasing decision-making,” Journal of Faculty of Arts Research, pp. 1–23, 2024.
[22] O. Hassan, “The reuse of plastic bags waste in visual arts,” Heritage & Design Journal, vol. 4, no. 1, pp. 278–295, 2024.
[23] P. Kotler and S. Levy, “De marketing: How to reduce the demand,” The New York Times, 1974.
[24] P. Kotler and S. J. Levy, “Demarketing, yes, demarketing,” Harvard Business Review, pp. 74–80, 1971.
[25] W. Zikmund and B. Babin, Essentials of Marketing Research. United States of America: Cengage Learning, 2012, p. 357.
التنزيلات
منشور
إصدار
القسم
الفئات
الرخصة
الحقوق الفكرية (c) 2024 الجامعة الوطنية الخاصة
هذا العمل مرخص بموجب Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
