The Impact of Cultural Sponsorship on the Purchasing Behavior of the Algerian Consumer: A Case Study of the Mobilis Agency

Abstract

The study aimed to show the relationship of the impact of cultural sponsorship on the level of consumer purchasing behavior in its dimensions (information search, product preference, product purchase, product use). For this purpose, a questionnaire containing various necessary measurement indicators was prepared and distributed to a non-random sample estimated at 493 individuals.
A set of results was reached, the most important of which is the presence of a statistically significant effect at the significance level 0.05 ≥ α for cultural sponsorship on the level of consumer purchasing behavior in its dimensions (information search, product preference, product purchase, product use). The most important recommendations consisted in strengthening the necessary financial support for the beneficiary of cultural sponsorship and monitoring how it is spent in order to ensure the achievement of the desired results.