Improve the competitive positioning of Algerian brands through the brand recall approach  A Proposed Model via the application on the cheese market

مداح عرايبي الحاج; مكي هشام

مداح عرايبي الحاج كُلّية العُلوم الاقتصاديّة والعُلوم التّجاريّة وعُلوم التّسيير مخبرتنميةتنافسيةالمؤسساتالصغيرةوالمتوسطة جامعة حسيبة بن بوعلي بالشلف
مكي هشام كُلّية العُلوم الاقتصاديّة والعُلوم التّجاريّة وعُلوم التّسيير مخبرتنميةتنافسيةالمؤسساتالصغيرةوالمتوسطة جامعة حسيبة بن بوعلي بالشلف

Keywords: competitive positioning, Algerian brand, brand recall, cheese market, buying decision

Abstract

The study aims tofind a model for improving the competitive positioning of the Algerian brands through improving brand recall by consumers during the purchase. The studyhas been appliedon the cheese market,which knows acompetitionwith the Algerianandforeignbrands.

The study sample consists of295consumersfrom the Algerian society. Theresults were analyzedusing theSPSS.19 Program.Based onthe results ofthe current studyand previous studies, we have developed amodel based onfour dimensions through which the Algerian brands are transmitted from the unaware of the brand towards the spontaneous recall of it during the purchase.