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

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  • Radi, Sherihan

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

Suggested Citation

  • Radi, Sherihan, 2022. "The Impact of Behavioral Economics on Marketing: The Case of Multinational Consumer Companies in Egypt," MPRA Paper 115305, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:115305
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    More about this item

    Keywords

    behavioral economics; marketing; multinational consumer companies; Egypt.;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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