أثر الجماعات المرجعية على قرار الشراء بالتطبيق على مستهلكي أجهزة التكييف بمدينة دنقلا-السودان

Abstract EN

This study aimed to measure the impact of reference groups on the decision to purchase, as the main hypothesis of the study was tasted for a sample of the target community of (111) consumers of home air conditioners in the city of dongola – Sudan, and using the descriptive analytical approach, the results revealed a statistically relationship between the reference groups purchase decision, and that friends represent the largest percentage of reference influence of the purchase decision, and the study has made many recommendations, the most important of which is the need for companies to pay attention to putting reference groups among the marketing strategies and plans because of their importance in the purchase decision, and air conditioning companies in dongola should focus on groups of friends as a reference group of them the greatest impact on purchasing decision, as well as suggestion for future studies to the topic.