أثر الوسـطاء على السلوك الشرائى للمستهلك

Abstract

ABSTRACT The study aimed at knowing the effect of mediators on the consumer's purchasing behavior, and the extent of such effect on customers in motor cars market in Khartoum State. The research issue is to which extent do mediators affect the purchasing decisions of customers in motor cars market in Khartoum State. And to what extent does marketing skills of mediators affect the purchasing behavior of the consumer.. Hence, the research aim to clarify the extent of mediators effect on future orientations of consumers. And through that we encountered 1/ the importance of the research ,2/ the importance of the motor car's market, 3/ the importance of the mediator's role in the flow of the market operation inside the motor cars market in Khartoum State. The study tested the hypotheses of the effect of mediators on the consumer's purchasing behavior in motor cars market in Khartoum State, and the existence of statistical indicative between the mediator's marketing skills and the purchasing behavior, that in turn affects the future purchasing behavior and orientations of the consumer. The study adopted the descriptive analytic approach and applied it on the customers in the motor car's market in Khartoum State. The most important results emanating from the study to prove the three research hypotheses:1/ the mediators affect the consumer purchasing decision in in motor cars market in Khartoum State,2/ the most important recommendation is to establish organized mediation companies in the motor cars market that seeks accuracy and objectivity in providing information while following professionalism and neutrality in its service, and to proceed towards modern market orientations.