The impact of marketing mix on purchase decisions of smart automobile industry in the Egyptian context

الملخص EN

Purpose – The purpose of this paper is to investigate the influence of marketing mix on purchase decision and the role of brand loyalty as a mediator in this relationship.

Design/methodology/approach – This study is based on a questionnaire survey conducted in Egypt.

Findings – Results based on SEM analysis identify there is a significant relationship between marketing mix and brand Loyalty and purchase decision.

Practical implications – The findings are important to enable decision makers to increase competitiveness in the markets and so, increase the profitability of institutions and companies as well.

This in turn helps to increase the purchasing in automobile industry sector, with the aim of increasing the marketing mix (price, product, and distribution of products).

Research limitations– The primary limitation of this study is the scope of its sample, as it includes the Egyptian context only.

Keywords– Marketing Mix, Purchase Decision, Automobile Industry, Brand Loyalty.