تأثير استخدام الأساليب الكمية في تحليل سلوك المستهلك " دراسة ميدانية على العاملين في شركة سيرتيل للاتصالات في اللاذقية"

Abstract

This study aimed to investigate the impact of using quantitative methods in analyzing consumer behavior at Syriatel Telecommunications Company, through a field study of its employees.

The researcher adopted the descriptive analytical model, and the work team distributed it to a group of employees in the company under study, numbering (175). The number of questionnaires returned and valid for analysis and which were transcribed was (160) questionnaires. She analyzed the data using the statistical analysis program (SPSS 20).

The researcher reached the following conclusions:

1. There is a significant impact of using quantitative methods in analyzing consumer behavior, specifically its dimensions (motives and incentives, purchase intention, purchasing behavior, and purchasing decision), at Syriatel Company in Latakia.
2. The dimension most affected by quantitative methods, from the perspective of the research sample, was the analysis of motives and incentives, while the dimension least affected was the analysis of purchasing behavior.

The researcher recommended the necessity of implementing quantitative methods within the company, developing a data-driven marketing information system, and focusing on analyzing purchasing decisions using quantitative techniques to understand consumer behavior and adapt the company's operations to align with these behavioral trends.