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

Sherihan Radi

MPRA Paper from University Library of Munich, Germany

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

Keywords: behavioral economics; marketing; multinational consumer companies; Egypt. (search for similar items in EconPapers)
JEL-codes: M20 M21 (search for similar items in EconPapers)
Date: 2022-11-11
New Economics Papers: this item is included in nep-ara, nep-cbe and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:115305

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