أثر استراتيجيات التّسعير في السّلوك الشّرائي للمستهلك دراسة ميدانية على الصناعات الكيميائية في دمشق
Abstract
يركِّز هذا البحث على استراتيجيات التسعير ودورها المهمّ في جذب المستهلك عندما تأتي في إطار مناسب له كونه سيد السوق ومحور العملية التسويقية، وبذلك فإن هذا البحث يهدف إلى توضيح الدور المهمّ الذي تلعبه استراتيجيات التسعير في التأثير على قرار المستهلك الشرائي في إطار دراسة سلوك المستهلك كهيكل متكامل من المعلومات، ومن ثم توظيف استراتيجية التسعير المناسبة بما يلائم حاجات المستهلك، وإسقاط ذلك في إطار الدراسة الميدانية على قطاع الصناعات الكيميائية بشقيّه العام والخاص في ظل ظروف السوق، وقد انتهى البحث إلى عدد من النتائج وعلى ضوئها تم وضع المقترحات التي تراها الباحثة مناسبة لتحقيق الهدف المنشود من البحث وأهمها ضرورة بذل شركات الصناعات الكيميائية المزيد من الجهود للارتقاء باستراتيجياتها السعرية لتكون أكثر ملائمة لظروفها بالشكل الذي يسمح لها بالتغلغل إلى الاختيارات الخاصة بالمستهلك والتأثير على عملية اتخاذه القرار الشرائي في ظل ظروف السوق والمؤثرات الفردية والبيئية المتعلقة بسلوك المستهلك .
This research focuses on the pricing strategies and their important role in attracting the consumer when they come in a suitable frame because he is the master of the market and the center of the marketing process. Therefore, this research aims to explain the important role that pricing strategies play in the influence on the consumer's purchasing decision in the frame of the practical study as a whole unit of information and then employing the suitable pricing strategy in a way that suits the consumer, in the sect of chemical industries in its public and private sectors .This research has reached many results and recommendations. The most important of which, is that companies of chemical industries should make more efforts to improve its pricing strategies in the form that enables it to permeate into the choices of the consumer; and to affect his purchasing decision-making under the circumstances of the market, in addition to the individual and environmental effects related to the consumer behavior.
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