The impact of perceived product quality and advertising on consumer purchasing behavior: A comparative study of leading foreign smartphone brands in the Algerian market
Keywords:
Smartphone, Algerian Consumer, Purchasing Behavior, Consumer BehaviorAbstract
This study aims to examine and analyze the impact of perceived product quality and advertising on consumer purchasing behavior in the Algerian smartphone market. A comparative analysis was conducted among the three leading foreign smartphone brands most prevalent in Algeria: Samsung, Redmi, and Oppo. The study adopted a quantitative analytical approach, and data were collected through an online questionnaire distributed to a large-scale sample of over 1,900 respondents from various regions of Algeria between 2023 and 2025. The data were analyzed using SPSS (version 26) through multiple linear regression analysis to assess the strength and direction of relationships between variables. The results revealed that both perceived product quality and advertising have a positive and statistically significant impact on purchasing behavior, with the model explaining between 33.9% and 37.2% of the variance across the three brands. Moreover, the influence of perceived product quality was found to be stronger than that of advertising, reflecting the increasing awareness of Algerian consumers and their ability to distinguish between promotional appeal and actual product value.
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