الممارسات الأخلاقية في التسويق وتأثيرها على الصورة الذهنية للمؤسسة - دراسة ميدانية لعينة من مستهلكي منتجات مؤسسة صومام للحليب ومشتقاته -

Résumé: The purpose of this study is to present the extent to which soumam company is committed to the ethical marketing practices through the components of marketing mix that include (product ethics, price ethics, distribution ethics and promotion ethics). The study also aimed to analyze the effect of ethical marketing practices of the company on its mental image from consumers perspective. Ethical marketing practices and its components represent the independent variables of the study, while the dependent variable is represented by the mental image of the company among consumers. To meet the objectives of the study and test its hypotheses, survey questionnaires were distributed to a sample of 525 consumers of soummam’s products across the different regions of Algeria. SPSS was used to analyze the data. The results showed that soummam company has revealed a high level of commitment toward ethical marketing through marketing mix components. The results also indicated that there is a significant effect of the company’s commitment toward ethical marketing practices on consumers mental image at significance level of 0.05. Furthermore the findings demonstrated that promotion ethics were the highest effect size, and it is followed by product ethics, pricing ethics, and distribution ethics respectively. The findings of the study also stated that there are statistically significant differences in consumers perceptions toward ethical marketing practices based on some of the demographic variables at significance level of 0.05.The study suggested that the ethical rules and foundations organizing marketing process in the company have to be controlled, especially those relevant to the marketing mix components. Moreover, it is important to formulate ethical standards and codes that set and determine the right and acceptable behaviors in the marketing process, which would ensure the achievement of the company’s mission and strategic vision.

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