The impact of marketing mix on purchase decisions of smart automobile industry in the Egyptian context
Author
Source
[The Journal of Business Research]
Issue
Vol. 43, Issue 4 (31 Oct. 2021), pp.5-37, 33 p.
Publisher
Zagazig University Faculty of Commerce
Publication Date
2021-10-31
Country of Publication
Egypt
No. of Pages
33
Main Subjects
Topics
Abstract 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.
American Psychological Association (APA)
al-Saghir, Nifin Muhammad. 2021. The impact of marketing mix on purchase decisions of smart automobile industry in the Egyptian context. [The Journal of Business Research]،Vol. 43, no. 4, pp.5-37.
https://search.emarefa.net/detail/BIM-1304716
Modern Language Association (MLA)
al-Saghir, Nifin Muhammad. The impact of marketing mix on purchase decisions of smart automobile industry in the Egyptian context. [The Journal of Business Research] Vol. 43, no. 4 (2021), pp.5-37.
https://search.emarefa.net/detail/BIM-1304716
American Medical Association (AMA)
al-Saghir, Nifin Muhammad. The impact of marketing mix on purchase decisions of smart automobile industry in the Egyptian context. [The Journal of Business Research]. 2021. Vol. 43, no. 4, pp.5-37.
https://search.emarefa.net/detail/BIM-1304716
Data Type
Journal Articles
Language
English
Notes
-
Record ID
BIM-1304716