The Impact of the 6 P's on Motivating Egyptian Consumer to Purchase Online

Abstract

This paper aims to detect the factors that motivate Egyptian consumers to purchase online and examine the impact of demographic characteristics on this matter. Six factors are suggested to be evaluated in this research, which are: product price, product variety, product quality, product description, product delivery, and promotion. The researcher named these suggested factors by the '6P's factors'. The researcher used the quantitative approach to collect data from 300 respondents. The sample covered a wide range of consumers in Alexandria city, Egypt who have awareness of online purchase. To analyze the collected data, correlation analysis, stepwise regression, two independent samples t-test, and One-Way ANOVA were used. The importance of this research lies in the fact that it will increase the familiarity of e-retailers with the factors that motivate Egyptian consumers to purchase online and thus work to improve the factors of higher relative importance. Also, it enables Egyptian marketing managers to adopt the appropriate marketing strategies that increase the satisfaction for Egyptian consumers toward the electronic service provided. The study concluded that there is a positive correlation between all the proposed factors and Egyptian consumer's intention toward online purchase but with varying degrees in terms of correlation strength. Furthermore, the results revealed that the Egyptian consumer's intention to purchase online is influenced also by gender, age, and educational level.