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Multi‐culture consumer behaviour in the Abu Dhabi markets

Multi‐culture consumer behaviour in the Abu Dhabi markets Purpose – Globalization has brought apparent transformations to the UAE market. Shift in market trends due to a growing multicultural population induces marketers to update their marketing strategies. Focusing on the purchase behavior and level of satisfaction of consumers coming from different regions, the purpose of this paper is to examine the influence of multi‐cultural consumers in the buying behaviour in the Abu Dhabi market for durable and non‐durable consumer products. Design/methodology/approach – The sampling frame to examine the impact of heterogeneous culture in a geocentric market comprised 300 consumers belonging to different nationalities working in the UAE. Satisfaction Index, Kendall's Coefficient of Concordance and Kruskal–Wallis test were used to test hypotheses constructed from literature. Findings – The three hypotheses formulated to test inter‐cultural differences revealed the influence of multi‐culture on consumers' buying behaviour. This paper recommends that by optimizing the utility of well‐advanced digital media in the Emirates, marketers can customize strategies by which to penetrate culturally segmented niches. Originality/value – Global marketing is emerging in the Arab markets, assuming that global culture will bring about a paradigm shift from homogenous to heterogeneous buying habits. Exploring the influence of multicultural consumerism, the study illustrates the divergent demands of Abu Dhabi consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Education, Business and Society: Contemporary Middle Eastern Issues Emerald Publishing

Multi‐culture consumer behaviour in the Abu Dhabi markets

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1753-7983
DOI
10.1108/17537981311314718
Publisher site
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Abstract

Purpose – Globalization has brought apparent transformations to the UAE market. Shift in market trends due to a growing multicultural population induces marketers to update their marketing strategies. Focusing on the purchase behavior and level of satisfaction of consumers coming from different regions, the purpose of this paper is to examine the influence of multi‐cultural consumers in the buying behaviour in the Abu Dhabi market for durable and non‐durable consumer products. Design/methodology/approach – The sampling frame to examine the impact of heterogeneous culture in a geocentric market comprised 300 consumers belonging to different nationalities working in the UAE. Satisfaction Index, Kendall's Coefficient of Concordance and Kruskal–Wallis test were used to test hypotheses constructed from literature. Findings – The three hypotheses formulated to test inter‐cultural differences revealed the influence of multi‐culture on consumers' buying behaviour. This paper recommends that by optimizing the utility of well‐advanced digital media in the Emirates, marketers can customize strategies by which to penetrate culturally segmented niches. Originality/value – Global marketing is emerging in the Arab markets, assuming that global culture will bring about a paradigm shift from homogenous to heterogeneous buying habits. Exploring the influence of multicultural consumerism, the study illustrates the divergent demands of Abu Dhabi consumers.

Journal

Education, Business and Society: Contemporary Middle Eastern Issues – Emerald Publishing

Published: May 10, 2013

Keywords: United Arab Emirates; Marketing; Multicultural societies; Consumer behaviour; Purchase behaviour; Globalization; Abu Dhabi market

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