UNPACKING THE ROLE OF REFERENCE GROUPS IN SHAPING CONSUMER PURCHASE INTENTIONS WITHIN THE AUTOMOTIVE SECTOR

Abstract

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.