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HOW SAUDI ARABIA CONSUMER PERCEIVES INTERNATIONAL BRANDS THROUGH SHOP WINDOW DISPLAYS?
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

Research on consumers’ attitude on shop window displays is still a sphere that lacks attention from researchers in the field of consumer behaviour. Moreover, one of the most upcoming research fields recently is Islamic marketing field. Thus, this work is focused on the research of Saudi Arabia consumers’ attitudes on international brands shop window displays. For this purpose the questionnaire was created and spread out in the Kingdom of Saudi Arabia. There were 61 respondents who answered the questionnaire. Collected results were analysed using mix of qualitative and quantitative methods. Analysis showed that international brands make adjustments of shop window displays in Saudi Arabia. To add more, and most important, local consumers are willing to have more internationalised shop window displays with less cultural adaptation.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Masteruppsats ; 2014.15.08
Keywords [en]
Consumer behaviour, visual merchandising, country of origin, window displays, Saudi Arabia, Islamic marketing, marketing, international brands.
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-18140Local ID: 2320/14242OAI: oai:DiVA.org:hb-18140DiVA, id: diva2:1310054
Note
Program: Master programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf