Strategic Dominance and Its Role in Reducing Consumer Arrogance (An Analytical Study of the Opinions of a Sample of Workers in Electronic Product Sales Centers in Najaf Governorate)

The current study explores the relationship between two main variables: strategic dominance in its dimensions (strategic rules, organizational power, strategic maneuvering, strategic sovereignty) and consumer arrogance in its dimensions (image-based consumption, consumer bragging, incentive-based purchases, consumer sense of superiority), through a survey of the opinions of a sample of workers in electronic product sales centers in Najaf Governorate. The researcher used the homogeneous intentional sample method. To achieve this goal, the questionnaire was used as a main tool to collect the required data. The questionnaire was distributed to (180) workers from the community under study. After reviewing it, the number of questionnaires valid for statistical analysis reached (172) questionnaires, out of the number of retrieved questionnaires, which amounted to (176) questionnaires. It was statistically analyzed using the programs (SPSS.28) and (AMOS.V.26), and the results showed the presence of a significant effect and correlation between strategic dominance in reducing consumer arrogance. The results reached by the current study are an attempt to reduce or bridge the knowledge gap between the study variables of strategic dominance and consumer arrogance. The study recommends that the administrations of electronic product sales centers in Najaf under study should adopt the components of strategic dominance and the new ideas it includes in the research and development department and encourage them, and enable workers to provide new ideas and involve them in the decision-making process, which contributes to reducing consumer arrogance. It also calls on researchers to conduct more future studies and research within the scope of the current study variables in the Iraqi organizational environment or environments in other countries.