Greener Journal of Business and Management Studies Vol. 3 (4), pp. 143-157, May 2013
ISSN: 2276-7827 © 2011 Greener Journals
Manuscript Number: 032613545
The Impact of Competitive Advantage on Purchasing Behaviour: Case of the Algerian User of a Mobile Phone Network
Department of Marketing, CBA, Taibah University P.O. box 41196, Madinah, 41521 Saudi Arabia.
Email: medjedela @ yahoo. com
The competitive advantage is not enough to be an important and distinctive product attribute, but must be experienced by the consumer when making a purchase decision. This study will investigate the competitive advantage of the telecommunication network "Wataniya Telecom Algeria" which carries the trade name “Nedjma” as the first operator in multimedia services and its possible impact on the purchasing behaviour of the Algerian user. First, it should be verified that the phenomenon under consideration (competitive advantage) does really exist. Then a quantitative research through the investigation of a sample of mobile phone users in the Wilaya (county) of Algiers is conducted. The ultimate aim of the latter, using some statistical tools, is to determine the impact of this feature on the purchasing behaviour.
Keywords: Competitive advantage, Mobile telephony, Purchasing behaviour, Algerian user, Marketing.