تسويق المنتجات البيولوجية ودوره في حماية المستهلك قطاع التمور

Résumé: This study aims to know the consumer’s awareness of the importance of marketing biological products in his protection and the impact of this on his purchasing intent through (perceived quality, perceived value, and the role of the marketing mix in providing protection to the consumer). And in the dates sector in Algeria. Through previous studies and theoretical literature on consumer awareness, the marketing mix of biological products, consumer protection and purchase intent, a survey list was designed to collect the preliminary data for the study. 619 surveys were distributed to consumers of dates in the southeastern wilayats of Algeria (Biskra, Eloued, and Ouargla). Through this study, there was a perception about the marketing of biological products and how to achieve protection, as they realize that they are healthy products and free of chemicals, as they protect the environment, and that they deserve what is paid in order to obtain them, and that cover and promotion have a role in obtaining information And the slogan avoids them cheating. As for the relationship between the consumer’s awareness of the role of the marketing mix of biological products on the intention of purchase, there is a strong positive relationship. The perceived quality of biological dates affects directly and indirectly (increases the consumer’s perceived value about biological dates) on the intention of purchase. There is also a positive relationship between the role of the marketing mix in providing protection to the consumer and the perceived value and its purchasing intention, so it affects directly and the effect is weak compared to the indirect effect (the role of the mix increases the perceived value of the consumer about biological dates and this in turn increases its purchasing intent for them) through that Both the product and distribution component. As for promotion and the role of organizations, they do not affect purchasing intent or perceived value. We also found that one of the reasons for not purchasing it at the present time is the low income and lack of availability in the distribution channels.

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