مجلة معهد العلوم الإقتصادية

A Statistical Analysis Of Cognitive Factors Affecting Consumer Decision-making

Auteurs : Hacherouf Fatima Zohra .

Résumé

This study aims to analyze the effect of perceptual dimensions on consumer purchasing decision-making behavior. The study focused on four main dimensions: visual attention, sensory perceptions, emotional response, and memory as independent variables, while purchasing decision-making represented the dependent variable. A quantitative approach was adopted using a questionnaire distributed to a random sample of 100 Algerian consumers. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) through descriptive statistics, Cronbach’s Alpha reliability test, Pearson correlation analysis, and multiple linear regression analysis. The study concluded that memory represents the most influential factor in purchasing decision-making, followed by sensory perceptions, whereas visual attention and emotional response did not show any statistically significant effect. Overall, the findings indicate that consumers rely more on cognitive processing, prior experiences, and sensory evaluation rather than visual stimuli and momentary emotional reactions when making purchasing decisions

Mots clés

Consumer Behavior ; Emotional Response ; Memory ; Purchasing Decision-Making ; Sensory