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. / Program: Master programme in Fashion Management

Philosophiae Doctor - PhD / Muslims and non-Muslim consumers regardless of who they are or from where they come, whether natives or foreigners in a particular country are much concerned with consuming food products. However, not any researchers in South Africa (SA) have addressed the consumers who buy food products labelled halal. This doctoral dissertation primarily aims to explore and bring new knowledge towards halal food purchasing behaviour. It specifically focuses on understanding the current purchase intention and behaviour of halal consumers in Cape Town, South Africa. For this purpose, the Theory of Planned Behavior (TPB) was utilised as the theoretical framework to measure the purchase intention and subsequently the buying behaviour of halal consumers. An exploratory sequential mixed method was adopted. A qualitative approach formed the first phase of the study, while a quantitative approach formed the second phase of the study. For the qualitative phase, data was collected purposively through 9 intensive semi-structured interviews. Nonetheless, for the quantitative phase, data was collected by means of 516 self-administrated questionnaires using a stratified random sampling. In analysing the qualitative data, thematic analysis was applied. However, for the quantitative phase, data was analysed using multivariate statistical analysis known as the Structured Equation Modelling (SEM).