Luxury Products: The Curious Purchase Behaviour of Gulf Women.
Résumé
In the Gulf region, atypical purchasing behaviours can be observed from women who buy luxury products. In order to identify those behaviours, a 707-subject research was conducted among Bahraini, Saudi, Kuwaiti, and Qatari ladies. The results show that the latter follow learning-affectivehedonistic tendencies at the same time, feel no post-purchase cognitive dissonance, behave as low-incomers despite their social position, and seek advice like amateurs do, but to get reassurance on the social impact of their choices rather than on the quality of items. As a conclusion, the article proposes a series of advertising advices to luxury brands when targeting Gulf women, and raises the question of the motivation leading Gulf women to differentiate from a group that is culturally homogeneous to enter a group that is socially homogeneous.
Domaines
Gestion et management
Origine : Publication financée par une institution