Abstract
The research dealt with the role of the intellectual image of the commodity in increasing sales, through the study of Maestro Pizza, as a local company with rapid growth and development. The main reasons for dealing with this issue were the study of the experience of this company and the reasons for its rapid success, although it is young in the market, and also in light of the great competition in the Saudi market. The main objectives of the research were to identify the factors affecting the intellectual image of consumers. The research was based on the analytical descriptive methodology, and its time limits were: 2013-2017 and in Riyadh, Saudi Arabia. The most important research hypotheses (the relationship between customer service and intellectual image of consumers). The study has reached to a number of findings, the most important of which are: Quality of service is one of the most important factors that create loyalty among consumers. A number of recommendations have been reached, including: the need to promote and develop the promotional activities of the company and to benefit from its ability to build a positive mental image.
Highlights
In light of the openness of the world, and the dominance of the media and social networking sites, man has received thousands of different messages for many topics and many opinions, whether positive or negative, and communicates with different people, which enables him to form models
Negative or positive mental images of many things, people and companies as well, often ask why a person is famous while there is someone who is more worthy of such fame, or product fame while there are many products of higher quality, this is due to the ability of people or organizations In order to build a positive intellectual image in the minds of consumers,and through many legitimate and illegal means as well, the research deals with the contribution of the intellectual image of consumers to the development of sales and addresses the factors that affect the formation of intellectual image of consumers
1-To identify the factors affecting the intellectual image of consumers. 2-To identify the relationship between intellectual image and various promotional activities. 3- To learn to what extent the positive intellectual image has contributed to raising sales at Maestro. 4- To make recommendations and proposals that contributes to solving the problem of research
Summary
In light of the openness of the world, and the dominance of the media and social networking sites, man has received thousands of different messages for many topics and many opinions, whether positive or negative, and communicates with different people, which enables him to form models. It is nowadays easy to present opinions about the various products of a wide range in the light of technical progress and the direction of various websites, that enable consumers to put their views freely and discuss with a large number of people and influence their purchasing decisions ,according to the experiences of others and solve problems quickly and show the extent of interest in the community and to multiply alternatives that may be used by others, so the company has to know the factors that affect the image negatively to address them and strengthen them that are the reason for drawing a positive intellectual image , towards the products, as any error may lead the organization to quickly extinction , The main research problem can be expressed in the following main question: To what extent did the positive intellectual image of consumers contribute to sales growth in Maestro Company?
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