The Relationship Between Marketing Strategies and Consumers' Car Purchasing Decisions In Egypt

Abdeldayem, Fedaa; Kswat, Sarah; Abdallah, Manar; Ali, Abdelmonem

doi:10.21608/jsb.2025.355426.1880

The Relationship Between Marketing Strategies and Consumers' Car Purchasing Decisions In Egypt

Document Type : Original Article

Authors

¹ Journalism Department, Faculty of Mass Communication, Ahram Canadian University

² Advertising and PR Department, Faculty of Mass Communication, Ahram Canadian University

³ Radio and Television Department,, Faculty of Mass Communication, Ahram Canadian University

10.21608/jsb.2025.355426.1880

Abstract

This study examines the relationship between marketing strategies and consumers' car purchasing decisions in Egypt, addressing the gap in understanding how specific marketing tactics influence consumer behavior in the automotive market.
The study uses the Expectancy-Value Model (EVM) of Attitudes to explore consumer behavior and decision-making in the context of car purchasing in Egypt, A quantitative method was employed, with data collected through a survey of 200 Egyptian consumers, using a convenience sampling method, exploring various aspects such as pre-sale advertisements, brand loyalty, economic trends, and demographic factors.
The results reveal that a significant portion of respondents (64%) are considering purchasing a car in the next year, with a preference for new cars (71%). Marketing strategies, particularly price discounts and promotions (29%), play a critical role in shaping purchasing decisions, followed by positive reviews and testimonials (24.5%). Car brands like BMW (32%) and Mercedes Benz (24%) are identified as the most influential through marketing efforts. Economic conditions and social trends, such as environmental consciousness, also impact car purchase decisions, with 45% of respondents acknowledging significant or very significant influences from these factors. Demographic analysis shows that young adults (85% aged 18-25) and females (67.5%) dominate the surveyed population, with a majority (56%) not currently owning a car, suggesting a strong potential market.
These findings provide an understanding of automotive brands aiming to optimize their marketing efforts in the Egyptian market.

Keywords

Main Subjects

Marketing

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