Abstract

One of the most widely used linear models in marketing is the FISHBEIN model. Its basic principle is to compensate for the bad quality of the mark or product during the evaluation process by other good qualities. This study attempts to model FISHBEIN on the process of evaluating the properties of cars available by Algerian families living in Béchar and to show the most important criteria that the consumer focuses on purchase of car. By posing the following problem: How does the Béchar family use the information they have to assess the alternatives available to them to buy a car according to a priority?. This study based on the random sample method, where 42 samples distributed to target families. This study found that there is a high percentage of correlation between the Characteristics and the strength of belief when buying a family car but in a random frame and this is what we hear in the answers surrounding the four hypotheses. The role of Characteristics is very important in the car market for the Algerian consumer, Is a key reason in drawing up an efficient marketing strategy and providing the required advantages according to the strength of the belief about each Characteristics.