The Impact of Behavioral Economics on Marketing: The Case of Multinational Consumer Companies in Egypt

Radi, Sherihan (2022): The Impact of Behavioral Economics on Marketing: The Case of Multinational Consumer Companies in Egypt.

Abstract

Since behavioral economics became popular, it is considered a top tool that provides marketers with observations and understanding of consumers’ behavior and preferences. The purpose of this descriptive research is to examine the impact of behavioral economics on marketing, particularly at multinational consumer companies in Egypt. The study population consisted of 750 employees working in 3 multinational consumer companies in Egypt. Stratified random sampling technique was used to sample 100 respondents while the measure of reliability was tested using Cronbach’s alpha at 0.7. Primary data was collected using a questionnaire and frequency distribution tables and figures were used to present the findings. Interpretation was done in prose form and simple regression analysis was conducted by the researcher in order to examine the relationship between behavioral economics and marketing. The inferential results on the impact of behavioral economics on marketing was R=0.623 indicating a significant positive correlation and R 2=0.389 indicating a significant positive impact of behavioral economics on marketing (t=7.522, p<0.05). Results revealed that there is a significant positive impact and relationship between behavioral economics and marketing at multinational consumer companies in Egypt.

• Item Type: MPRA Paper
• Language: English
• Keywords: behavioral economics, marketing, multinational consumer companies, Egypt.
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M2 - Business Economics > M20 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M2 - Business Economics > M21 - Business Economics

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