Revue des Economies financières bancaires et de management
Volume 14, Numéro 1, Pages 361-378
2025-04-28
Key Promotion Mix Elements Influencing Consumer Behaviour In Urban Public Transportation: A Case Study Of Etusb
Authors : Belakhdar Chakeur .
Abstract
This study evaluates the effectiveness of promotional strategies implemented by ETUSB, a leading public transport operator based in Batna, in shaping passenger behaviour and enhancing brand perception. Personal selling emerged as the most impactful tool, fostering trust and loyalty, followed by public relations, which strengthened ETUSB’s image through meaningful engagement. Advertising and sales promotions, however, demonstrated limited influence, highlighting a need for more targeted and resonant strategies. Despite the moderate success of ETUSB's promotional efforts, the findings highlight significant gaps in aligning strategies with passenger expectations. Recommendations focus on refining messaging and expanding the use of digital channels to improve engagement and satisfaction.
Keywords
Promotion Mix ; Consumer Behaviour ; Urban Public Transportation ; Marketing Strategies ; ETUSB
Les articles similaires
فاطيمة الزهراء ابن سيرود
.
فيصل توامي
.
ص 40-54.
Makhloufi Meriem
.
Hadji Ishak Zakaria
.
pages 363-382.
Belakhdar Chakeur
.
pages 427-440.
بن لاغة ربيحة
.
بلخضر شاكر
.
ص 301-326.
Souar Walid
.
Almi Hassiba
.
pages 16-29.
