The Impact of Competitive Advantage on Purchasing Behaviour: Case of the Algerian User of a Mobile Network

Ahmed Medjedel


The competitive advantage is not enough to be an important and distinctive product attribute, but must beexperienced by the consumer when making a purchase decision. This study will investigate the competitiveadvantage 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 theAlgerian user. First, it should be verified that the phenomenon under consideration (competitive advantage) doesreally 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 theimpact of this feature on the purchasing behaviour.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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