The role of Brand strategy in customer behavior, An exploratory study for the sample opinions of Carrefour customers

Abstract

The research aims to determine the role of brand strategy as an independent variable in customer behavior as a dependent variable, and the importance of the research, by addressing important variables at the level of the field in question, is to attract more customers and enhance confidence in its products and brand by influencing behavior and making it positive. The research problem lies around the main question: Is there a role for the brand strategy in customer behavior? In order to answer this question, a hypothetical scheme was designed for the research, which reflects the correlation and impact relationships between the two variables of the research, by formulating a set of hypotheses. Random, and the data was statistically processed using the statistical program (SPSS.25) and the adoption of the descriptive analytical approach, and the researchers verified the stability of the questionnaire using the coefficient (Cronbach alpha), and the most important conclusions were reached, which is the presence of an interest in the management of Carrefour stores in the application of the brand strategy to influence the behavior of The customer, as well as the existence of a correlation and impact between the two variables, and a set of proposals were presented that the researchers believe can serve the researched field, the most important of which is the need for more interest in following the brand’s strategy to reach the minds of customers efficiently, by providing the products that the customer desires with characteristics characterized by the credibility and reliability of its brand And affect his behavior in a positive way to deal sustainably with those stores