The Effect of Price on Purchasing Decision of Algerian Customer A Field Study of Mobile Phone Subscribers of Djezzy in Algeria

This study aimed to examine the impact of price on the purchasing decision of Algerian consumers through a field study of a sample of (300) respondents. The study adopted a descriptive-analytical approach, and data were collected via a structured questionnaire and analyzed using SPSS. The results showed that the questionnaire had good reliability (α = 0.82), and there was a strong and significant correlation between price and purchasing decision (r = 0.71). Regression analysis indicated that price explains 54% of the variance in purchasing decisions (R² = 0.54). The study concluded that price is a key determinant of Algerian consumers’ purchasing decisions. decisions, especially when it matches income levels and perceived value. Practical recommendations were provided for Algerian companies to adopt flexible and promotional pricing policies that align with consumers' purchasing power.