Abstract of the Student #Thesis: Adnan Raslan
This study aimed to identify the critical success factors influencing consumer buying behaviors for electronics and home appliances in the UAE, providing marketers with strategic recommendations. The research focused on the importance of product accessibility, price, features/characteristics, quality/added value, and brand reputation to UAE consumers, examining how these factors vary among consumers with different individual characteristics.
The findings indicated that product accessibility, price, features/characteristics, quality/added value, and brand reputation are highly important to UAE consumers when purchasing electronics and home appliances, with mean importance ratings exceeding 50% of the total possible value.
To achieve these findings, the study employed a positivist research philosophy and a quantitative research method. It utilized an exploratory research design and a cross-sectional survey strategy, collecting data through online questionnaire surveys from a randomly selected sample of 300 UAE consumers of electronics and home appliances. The data were analyzed using MANOVA, ANOVA, t-tests, and correlation and regression analysis.
The importance of brand reputation was significantly associated with product accessibility, price, features/characteristics, and quality/added value (p < .05 for correlations between brand reputation and other consumer buying behavior factors).
Notably, the importance of product price and features was significantly higher among consumers with spouses compared to those without spouses. Additionally, the importance of product accessibility, price, and features/characteristics was significantly higher among consumers with high monthly incomes compared to those with low monthly incomes (p < .05).
The study concluded that product accessibility, price, features/characteristics, quality, brand reputation, and social influence are key critical success factors in consumer buying behaviors for electronics and home appliances in the UAE. These factors are influenced by the size of the consumer's household, average income, and marital status
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