Faculty Of Management Sciences Journal Volume 3 - Issue 3 - 2024

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    UNPACKING THE ROLE OF REFERENCE GROUPS IN SHAPING CONSUMER PURCHASE INTENTIONS WITHIN THE AUTOMOTIVE SECTOR
    (October university for modern sciences and Arts (MSA), 2024) Halim1, Yasser Tawfik; El-Deeb2, Mohamed S.
    The purpose of this study is to investigate the influence of reference groups on the purchase intentions of Egyptian Automotive customers. The design and methodology of this research involve a survey questionnaire to collect data from a sample of Egyptian Automotive customers. The study examines the types of reference group influences, the roles within reference groups, and the impact of reference groups on buyer's purchase intentions. The findings indicate that reference groups have a significant effect on the purchase intentions of Egyptian Automotive customers. Moreover, normative influence is found to be the most influential type of reference group influence. The originality and value of this research lie in its contribution to the understanding of the Egyptian Automotive customer's purchase decision-making process and the influence of reference groups on this process. This study can benefit marketing practitioners in developing effective marketing strategies to target specific reference groups and increase their influence on the target market.
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    Balancing Technocentric and Ecocentric Approaches: Integrating Ethnocultural Perspectives in Environmental Policies of Finland and Bhutan
    (October University Modern Sciences And Arts MSA, 2024) Abdo, Doaa Mohamed Salman; Halim, Yasser Tawfik
    This study delves into the intricate relationship between technology, ecology, and culture and its significant implications for environmental policies and marketing strategies on a global scale. By focusing on Finland and Bhutan as comparative case studies, the research explores the dynamics of ecocentrism, technocentrism, and ethnocentrism and their influence on sustainable development efforts and business practices. Through a comprehensive analysis, the study integrates marketing concepts such as sustainable marketing, green marketing strategies, and corporate social responsibility to gain a deeper understanding of how environmental and cultural perspectives intersect with and impact business practices. It uncovers the complex dynamics of technological reliance, ecological conservation, and cultural biases, shedding light on the formulation of more inclusive and effective environmental policies and marketing strategies. The research highlights the need for a nuanced perspective that considers the interplay between environmental, technological, and socio-cultural factors. It emphasizes the importance of recognizing the interconnectedness of these factors in order to develop holistic solutions to pressing environmental concerns. By integrating cultural perspectives, the study aims to enhance business and marketing strategies and contribute to sustainable development practices.