مجلة الإستراتيجية والتنمية
Volume 10, Numéro 1, Pages 86-99
2020-01-01
Perceptual Map Design Of Algerian Mobile Telephony Market.
Authors : Amina Benali .
Abstract
The aim of this study is to design a perceptual map of mobile telephony market in Algeria, according to the dimensions of the mental picture of three brands (MOBILIS, DJEZZY, OOREDOO) . This study is based on the random sample method, where 175 samples distributed to mobile users in BECHAR (South-West of Algeria). This study found that MOBILIS is the most anticipated sign of reliability and satisfaction compared to other competitors. But this brand does not have a high degree of loyalty. While there is a great convergence between the three brands in terms of the price perception and Service expansion .
Keywords
Brand ; Mental picture ; Perceptual map ; Price perception ; Services expansion
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