Luxury Products: The Curious Purchase Behaviour of Gulf Women

Philippe Mouillot ()
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Philippe Mouillot: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: 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.

Keywords: Women; Luxury; Gulf; Purchase Behaviour; Atypical; Subversive (search for similar items in EconPapers)
Date: 2013-09
Note: View the original document on HAL open archive server: https://hal.science/hal-04035754v1
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Published in International journal of advanced research, 2013, 1 (7), pp.495-501

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