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Measuring Values Importance of Saudi Consumers

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  • Saeed Badghish

Abstract

This study examines the priority of values affecting the behaviour of local consumers in the Saudi Arabian hospitality industry. The sample consists of Saudi nationals who have stayed in a hotel in Saudi Arabia. A review of the literature provides studies of values and demographic factors that could lead to differences in behaviour between gender (male vs female) and education (educated vs less-educated). There is currently little understanding of whether, or how, Saudis from different socio-cultural environments, represented in this study with different demographic profiles, differ in their values. This study considers whether there are any such differences linked to these demographic differences. The research uses a quantitative online survey based on established constructs of Kahle's List of Values. Data were analysed in SPSS using descriptive statistics, independent samples t-tests, and regression analysis. This quantitative study finds that there are significant differences in the value of excitement, warm relationships with others, and fun and enjoyment were noted according to education level; also the value of self-fulfillment according to gender.

Suggested Citation

  • Saeed Badghish, 2016. "Measuring Values Importance of Saudi Consumers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(6), pages 115-127, December.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:6:p:115-127
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    References listed on IDEAS

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    1. Grunert, Susanne C. & Scherlorn, Gerhard, 1990. "Consumer values in West Germany underlying dimensions and cross-cultural comparison with North America," Journal of Business Research, Elsevier, vol. 20(2), pages 97-107, March.
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    More about this item

    Keywords

    list of values; demographic differences; hospitality sector; Saudi consumer;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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