The Impact of the 6 P's on Motivating Egyptian Consumer to Purchase Online
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 02
Abstract
This paper aims to detect the factors that motivate Egyptian consumers to purchase online and examine the impact of demographic characteristics on this matter. Six factors are suggested to be evaluated in this research, which are: product price, product variety, product quality, product description, product delivery, and promotion. The researcher named these suggested factors by the '6P's factors'. The researcher used the quantitative approach to collect data from 300 respondents. The sample covered a wide range of consumers in Alexandria city, Egypt who have awareness of online purchase. To analyze the collected data, correlation analysis, stepwise regression, two independent samples t-test, and One-Way ANOVA were used. The importance of this research lies in the fact that it will increase the familiarity of e-retailers with the factors that motivate Egyptian consumers to purchase online and thus work to improve the factors of higher relative importance. Also, it enables Egyptian marketing managers to adopt the appropriate marketing strategies that increase the satisfaction for Egyptian consumers toward the electronic service provided. The study concluded that there is a positive correlation between all the proposed factors and Egyptian consumer's intention toward online purchase but with varying degrees in terms of correlation strength. Furthermore, the results revealed that the Egyptian consumer's intention to purchase online is influenced also by gender, age, and educational level.
Authors and Affiliations
Mostafa Ahmed Shalash, PhD
Keywords
Related Articles
- EP ID EP726828
- DOI 10.47191/jefms/v6-i2-38
- Views 49
- Downloads 0
Financial Synchronicities in European Union's Rijekosijek Region: A Transgressively Nonlinear Econometric Approach
The purpose of this paper is to delve into the intricate and abstruse dynamics of Croatia’s financial ecosystem through the application of novel econometric methodologies. The central research question we explore is: How...
Board Structure Diversity and Dividend Decisions of Deposit Money Banks in Sub-Sahara African Countries
A board must be varied in size and independence to make intelligent dividend payouts. This research analyses how board structure diversity and traditional criteria affect Sub-Saharan African banks dividend choices. From...
Meeting the Challenges of Sustainable Women Entrepreneurship Development in North Eastern Nigeria
In recent years, women's sustainable development has become a major concern. In today's world, the economic sustainability of women is seen as a key indicator of progress for any country; thus, social scientists, economi...
Determinants of Consumers’ Patronage of Commercial Banks in Southwest, Nigeria
This study identifies, categorizes and examines the factors influencing customers in their decision to engage in financial transaction with commercial banks. Primary data were elicited from bank customers across Six Stat...
Influence of Entrepreneurship Education on Students’ Innovation and Creativity in Nigerian Public Universities
Entrepreneurship education is designed to equip students with the skills and knowledge required to start and run successful businesses, as well as to foster an entrepreneurial mindset. Through entrepreneurial courses, st...