The Influence of SIFCOL Brand Perception on Purchase Intention of Potential Customers in the Tunisian Sahel Region

Abstract

This study examines the influence of SIFCOL brand perception on the purchase intention of potential customers in the Tunisian Sahel region. In a market characterized by intense competition, understanding the factors that shape brand perception and their impact on purchase intention is crucial for companies seeking to develop effective marketing strategies. This research focuses specifically on the adhesives industry, where product perception plays a decisive role in corporate purchasing decisions. Through a quantitative methodological approach based on a questionnaire administered to a stratified sample of 385 companies distributed in the regions of Monastir, Sousse, and Mahdia, the study analyzes the impact of seven key factors: perceived quality, brand awareness, attractive packaging, perceived price, perceived relevance, ease of use, and effective communication. The results of this research provide valuable information for strategic decision-making by identifying the most influential levers to stimulate the purchase intention of potential customers in this specific sector.

JEL Classification: M31

Paper type: Empirical Research