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HOW SAUDI ARABIA CONSUMER PERCEIVES INTERNATIONAL BRANDS THROUGH SHOP WINDOW DISPLAYS?

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

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-18140
Date January 2014
CreatorsGAURILCIKAITE, MIGLE
PublisherHögskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess
RelationMasteruppsats, ; 2014.15.08

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