The industrial marketing mix in Algerian Economic Institutions

Abstract

This study aims to investigate the extent to which the elements of the industrial marketing mix are available within the Naftal company in the city of Djelfa, from the perspective of its employees. The study focused on a single variable represented by the elements of the marketing mix (product, pricing policies, distribution techniques, and promotion tools). The questionnaire was used as a data collection tool, targeting a stratified random sample of 56 respondents drawn from a population of 88 employees. The descriptive and analytical methods were employed, while data analysis and hypothesis testing were conducted using the Statistical Package for the Social Sciences (SPSS v.26). The study reached the following results: -The level of employees’ awareness of the marketing mix elements was moderate, with an overall mean score of 2,73; -There were no statistically significant differences at the α ≤ 0.05 significance level in employees’ opinions regarding the industrial marketing mix, attributable to personal or functional factors.