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Consumers Purchasing Behavior and Enhancement of Cement Companies Performance: Mediating role of Purchasing Decision |
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PP: 27-34 |
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doi:10.18576/isl/140102
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Author(s) |
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Mahmoud A. Ahmed,
Iman Abd El Salam,
Mohamed Abd El Salam,
Mohamed Abo Khashaba,
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Abstract |
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| This Paper focuses on identifying the factors that influence consumer behavior besides understanding the satisfaction level of the customers in the cement market in Egypt. Additionally, the presence of a mediator like purchasing decision is essential to determine its effect on companies performance in terms of customer satisfaction, growth of sales, market share and profitability. Therefore, enhancing performance between cement companies in Egypt is chosen as the dependent variable. The factors impacting purchasing decision are independent variables that include competitors in cement market, price sensitivity, quality of cement products and new channels for cement marketing. This work emphasizes as well on the product quality, reliability and trust essential for consumers. The research methodology suggested adopts a sequenced mixed method involving qualitative interview followed by a quantitative questionnaire survey to collect and analyze data.
For the quantitative analysis (questionnaires), it is observed that, as the p-value is below 0.05 and all the estimates are above 0.4 and below 1.0, the variables seem to correlate with their respective factors significantly. This validates the measurement model for its validity and means a good fit of the data to the suggested factor structure. Furthermore, the qualitative analysis (interviews) examined the impact of product quality, price fluctuations and marketing strategies on purchasing decisions as well as challenges related to cement distribution. |
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