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Article Dans Une Revue International journal of advanced research Année : 2013

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.
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Origine : Publication financée par une institution

Dates et versions

hal-04035754 , version 1 (13-04-2023)

Identifiants

  • HAL Id : hal-04035754 , version 1

Citer

Philippe Mouillot. Luxury Products: The Curious Purchase Behaviour of Gulf Women.. International journal of advanced research, 2013, 1 (7), pp.495-501. ⟨hal-04035754⟩
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