الفهرس 
الإطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The past few decades witnessed an increase in the number of supermarkets due to their benefits to consumers. Most importantly of these benefits are: facilitating purchasing, lingering consumers ability to purchase, reviewing various goods and buying a lot of goods with low prices. When supermarkets developed their techniques and their services; this lead to appear new type of them which is: “Hypermarkets”.
These hypermarkets are considered as types of retail markets which are characterized by: large spaces, sell of wide range of goods with low prices and use of many sales promotion techniques such as offering discounts, reducing prices and granting free gifts.
Due to extreme competition received from other retail markets to hypermarkets, these markets began to develop its promotional techniques and services to attract more consumers and increase its sales. That packaged goods Hypermarkets’ spending on consumer sales promotions now exceeds the amount spent on advertising. Laroche et al.(2001).
Coping with recent technological changes- presented in computers and digital networks- many retail markets especially hypermarkets started to: use internet as a new channels, distribute effectively, high flexibility and convey it to enormous a lot of information with high speed to consumers and with low cost. Doherty & Chadwick,(2006); in order to arrive to direct and immediate communication, interaction and dealing with consumers (means to be available 24 hours) for the purpose of getting direct and immediate responses that can be measured, and establishing reliable and permanent relationship with its consumers through E-Offers.
For this, the current study studied cognitive, affective and conative consumers’ responses to E-Offers of hypermarkets and the influencing factors on these responses whether these factors are specified with consumers’ characteristics (behavioral and demographic) or with intermediate factors (cognitive and affective consumers’ responses).
II. Problem of the study:
from the exploratory study, it was found out that:
Background Problem:
1. Hypermarkets -as a one type of retailer marketing Hypermarket- and competition in retail (between Hypermarkets and others stores) have been increased and their quest to increase the number of their branches, in addition to increase their using of traditional and electronic sales promotion to increase their sales and profits.
2. Despite using the internet as a channel for promotional communication and social modern and the increased daily usage rate, there is a decline in number of consumers who look over the web site of hypermarkets and E-offers as the nature, contents and impacts of these offers are not isn’t specified by consumers.
3. Although the important of consumer’s responses to E-offers of Hypermarkets, there is no studies –especially in Egypt- studying of these responses, and knowing their sequence and the influencing factors, whether these factors are consumer’s behavioral or demographic characteristics.
Study problem:
The study of problem is presented in the absence of answers to the following questions: what are the consumer’s cognitive, affective and conative responses to E-offers of hypermarkets? And what are the influencing consumer’s behavioral and demographic characteristic factors?
So the problem of study is presented in the following sub-questions:
1. What is the relationship between consumer’s search for E-Offers’ information (cognitive response) and his behavioral characteristics?
2. What is the relationship between consumer’s search for E-Offers’ information and consumer’s evaluation for E-Offers (cognitive responses)?
3. What is the relationship between consumer’s evaluation for E-Offers (cognitive response) and his behavioral characteristics?
4. What is the relationship between consumer’s preference for E-Offers (affective response) and both of: his search for E-Offers information and his evaluation for E-Offers (cognitive response)?
5. What is the relationship between consumer’s preference for E-Offers (affective response) and his behavioral characteristics?
6. What is the relationship between consumer’s intention for purchasing E-Offered goods (conative response) and his preference for E-Offers (affective response)?
7. What is the relationship between consumer’s intention for purchasing E-Offered goods (conative response) and his behavioral characteristics?
8. Is there an effect for the consumer’s demographic characteristics (gender, age and educational level) on: cognitive (his search for E-offers information and his E-offers evaluation), affective (his preference for E-Offers) and conative (his purchasing intention towards E-Offers’ goods) responses?
III. Objectives of the study:
The study aims to:
1. Determine the relationship between the consumer’s search for E-Offers information (cognitive response) and his behavioral characteristics.
2. Determine the relationship between the consumer’s search for E-Offers information and his E-offers evaluation (cognitive response).
3. Determine the relationship between the consumer’s evaluation for E-Offers (cognitive response) and his behavioral characteristics.
4. Determine the relationship between consumer’s preference for E-Offers (affective response) and both of: his search for E-Offers information and his evaluation for E-Offers (cognitive response).
5. Determine the relationship between consumer’s preference for E-offers (affective response) and his behavioral characteristics.
6. Determine the relationship between consumer’s purchasing intention towards E-Offers goods (conative response) and his preference for E-Offers (affective response).
7. Determine the relationship between behavioral consumer’s purchasing intention towards E-Offers’ goods (conative response) and his behavioral characteristics.
8. Determine the degree of effect of consumer’s demographic characteristics (gender, age and educational level) on: cognitive (his search for E-offers information and his E-Offers evaluation), affective (his preference for E-Offers) and conative (his purchasing intention towards E-Offers’ goods) responses.
IV. Hypotheses of the study:
1. There is a significant relationship between consumer’s search for E-Offers information (cognitive response) and his behavioral characteristics.
2. There is a significant relationship between consumer’s search for E-Offers information and his evaluation for E-Offers (cognitive response).
3. There is a significant relationship between consumer’s evaluation for E-Offers (cognitive response) and his behavioral characteristics.
4. There is a significant relationship between consumer’s preference for E-Offers (affective response) and both of: his search for E-Offers information and his evaluation for E-Offers (cognitive response).
5. There is a significant relationship between consumer’s preference for E-Offers (affective response) and his behavioral characteristics.
6. There is a significant relationship between consumer’s purchasing intention towards E-Offers’ goods (conative response) and his preference for E-Offers (affective response).
7. There is a significant relationship between consumer’s purchasing intention towards E-Offers’ goods (conative response) and his behavioral characteristics.
8. There is a significant effect of consumer’s demographic characteristics (his gender, age and educational level) on: cognitive (his search for E-Offers information and his E-offers evaluation), affective (his preference for E-offers) and conative (his purchasing intention towards E-Offers’ goods) responses.
V. Study Methodology:
The study focuses on studying consumers’ cognitive (informational search-offers evaluation), affective (offers preferences) and conative (purchasing intention towards E-Offers of goods) responses towards E-Offers of Hypermarkets.
For this, the study plan was a follows:
a. Desk study: in literatures, periodicals and Arabic and English theses.
b. Field study: the field study was performed as follows:
The study depended on descriptive analytical methodology through collecting and characterizing hypermarkets and their characteristics, E-Offers and behavioral side of their consumers, in addition to analyzing the study variables. For this, the study methodology included the following elements:
1. Study Population:
The study population is presented in the consumers of hypermarkets and the internet users in Cairo and Giza governorates- due to the presence of most hypermarkets in these two governorates as:
- Carrefour (Al Maadi, 6th of October and Al Oubor city branches).
- Spinneys (6th of October).
- Hyper One (El sheikh Zaid).
2. Study Sample:
The study depended on using the sample technique instead of using the whole population. A non-probabilistic sample was selected consisting of 400 consumer elements (consisting of internet users who deal with hyper-markets in Cairo).
3. Type and Sources of data:
- Secondary data: collected from references, Arabic and English periodicals, and the unpublished studies and researches concerned with: the hypermarkets, types of sales promotion, E-Offers, Consumers’ responses, the factors influencing their responses.
- Primary data: They are the data related to the field study which have been collected in the field through the consumers’ questionnaire.
4. Method of data collection:
The researcher collected the primary data from consumers using the internet through personal interviews and in the hypermarkets. When choosing the consumers it was taken into consideration to choose:
1- from most Hypermarkets in Cairo
2- Through all days of the week
3- Through different periods of the day for the purpose of minimizing bias.
Also, the researcher classified the data manually, then converting it into digital format, and then using computers in operating and analyzing data.
5. Statistical analysis tools:
The study depends on the following statistical methods:
- Averages and standard deviation for each phrase to arrange the degree of importance of each phrase.
- Descriptive analysis: depending on frequency tables, percentages and mean.
- One way analysis of variance: to know the significant difference between several averages.
- Correlation and regression coefficients: coefficients of correlation, simple and multiple regressions were used. And this is in order to identify the factors affecting the four consumers’ responses in the field study subject and the degree by which these factors separately or together affect consumers’ responses using SPSS statistical program. (Statistical Package for Social Science).
VI. Study findings and results:
The most important study results can be summed up in the following points:
1. Offers of Hypermarkets: are benefits and interests that consumer’s gain beside his benefits from the purchased goods, whereby they are presented as incentives to consumers to get short-term responses from them. Moreover these offers complement other promotional elements and increase their effectiveness; also these offers are used in an irregular way and in specific periods and seasons unlike other promotional elements.
2. E-Offers of Hypermarkets are benefits or interests that are presented to consumers through electronic channels (internet), and they are characterized by -unlike traditional offers- personally addressing consumer directly, allow him to control the flow of information, browse sites of offers, and obtain a huge amount of information easily through the 24 hours and with the lowest price, also these offers allow consumers to compare and choose the best goods and prices.
3. There’s a significant relationship between ”Consumer’s search for E-Offers information” and Consumer’s characteristics which are: consumer’s seek towards variety, his financial wellness, consumer’s gender and age. In addition the direction of the relationship between the two variables (consumer’s variety seeking and financial wellness) is positive.
4. ”Consumer’s variety seeking ” is responsible for explaining 1.9% of the variance in the consumer’s search for E-Offers information.
5. There is a significant relationship between ”Consumer’s estimation to E-Offers” and Consumer’s characteristics (consumer’s busyness, his variety seeking, his brand loyalty, and the consumer’s gender), and his search for E-offer information. Moreover, the direction of the relationship between: consumer’s busyness, his variety seeking, his brand loyalty, and his search for E-Offer information
variables are positive.
6. ”Consumer’s search for information” is responsible for explaining 3.9% of the variance in the consumer’s estimation to E-Offers. Also, the two variables (consumer’s variety seeking and consumer’s busyness) are both responsible for explaining 12.5% of the variance in the consumer’s estimation to E-Offers.
7. There is a significant relationship between ’’ Consumer’s preference to E-Offers ’’ and both Consumer’s characteristics (consumer’s variety seeking, consumer’s brand loyalty, consumer’s gender and age) and consumer’s search for E-Offers information. Moreover, the relationship between the two variables: consumer’s variety seeking and consumer’s search for E-Offers information is positive, while the relationship towards the consumer’s brand loyalty is negative.
8. ’’ Consumer’s search for E-Offers information ’’ is responsible for explaining 15.6% of the variance in ”Consumer’s preference to E-offers ’’. Moreover, the two variables: variety seeking and brand loyalty are responsible for explaining 9.4% of the variance in the consumer’s preference to E-Offers.
9. There is a signification relationship between ”Intention for purchase through E-Offers goods” and Consumer’s characteristics (consumer’s busyness, his variety seeking, his brand loyalty and consumer’s gender), and his search for E-Offer information, and his preferences to E-offers. Moreover, the relationship between the previous variables (expect consumer’s gender) is positive.
10. ”Consumer’s preference to E-Offers” is responsible for explaining 28.7% of the variance in consumer’s purchase intention to E-Offer goods. In addition, the two variables: variety seeking and brand loyalty are responsible for explaining 18.1% of the variance in consumer’s purchase intention to E-Offers goods.
11. ”Variety Seeking’’ is considered the most important consumer’s behavioral characteristics due to its effect on consumer’s responses towards E-offers (the four subject to the field study), and followed by ”Brand Loyalty’’ character.
12. The search for E-Offer information is considered the most important consumer response towards E-Offers due to its effect on consumer’s cognitive (estimation for E-Offers), affective (preference of E-Offers) and conative responses (purchase intention for E- Offers goods).
13. “Gender” is considered from the most important consumer’s demographic characteristics because of its significant effect on all consumers’ responses towards E-Offers.