درجة تضميـن المرأة في القرار الشرائي للعائلة السعودية

نوع المستند : بحوث باللغة العربیة

المؤلف

قسم الإعلان والاتصال التسويقي - کلية الإعلام والاتصال - جامعة الإمام محمد بـن سعود الإسلامية - المملکة العربية السعودية

المستخلص

هدفت الدراسة إلى تحديد وقياس أثـر تضميـن المرأة على القرار الشرائي للعائلة السعودية، وکذلک تحديد الفروق الإحصائية في کلِ من: مدى تضمينها، أدوراها الشرائية، وفي المعاييـر التي تستخدمها في عملية الشراء؛ وذلک باختلاف الخصائص الشخصية لها وللعائلة التي تنتمـي إليها. ولتحقيق أهداف الدراسة والإجابة عن تساؤلاتها، تم تنفيذ دراسة استطلاعية على عينة بسيطة من المجتمع بهدف تعزيـز الاعتقاد بمشکلة الدراسة الأصلية، وقد تکون مجتمع الدراسة من جميع النساء السعودية المقيمات في مدينة الرياض والبالغ عددهن نحو 2.2 مليون امرأة لعام 2016، کما تم استخدام أسلوب العينة العشوائية البسيطة لاختيار مفردات عينة الدراسة التي وصل حجمها إلى 387 امرأة.
توصلت الدراسة إلى مجموعة من النتائج أبـرزها وجود أثـر إحصائي لتضميـن المرأة على القرار الشرائي للعائلة السعودية، وقد سجل هذا الأثـر بجانب أدوارها الشرائية فروقًا إحصائية بسبب الاختلاف في عدد سنوات الزواج وعدد الأبناء في الأسرة، فيما لم يظهر أي من هذه الفروق في المعاييـر الشرائية. أخيـرًا، قدمت الدراسة مجموعة من المقتـرحات والمضاميـن التسويقية التي تساعد المعلنيـن والمنتجيـن على تصميم إعلاناتهم ومنتجاتهم ومتاجرهم بطريقة جذابة؛ تناسب اهتمامات المرأة وتـراعي متطلباتها النفسية والشخصية.

الكلمات الرئيسية

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