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The Purchase Behaviour Towards Consumer Goods During Economic Crisis – A Middle Eastern Perspective

Author

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  • Rohanaraj Thangarasa Tiburtrious Andrew

    (College of Banking and Financial Studies, Muscat, Oman)

Abstract

The primary purpose of this study is to develop a realistic understanding of the factors that influence consumers’ purchase behaviour towards consumer goods in the middle east region during the economic crisis, by focusing on Oman. This study has used linear regression analysis to develop a clear idea of the factors that influence consumers’ purchase behaviour towards consumer goods during the economic crisis. This study has also used Sobel test, to conduct the mediation analysis. The data was collected using a standard five-point Likert scale-based questionnaire, from a sample of 122 individuals who have recently completed their bachelor’s program in one of the four major Higher Education Institutions (HEIs) in Oman. Unlike the popular belief, this study has found the elements of the marketing mix to not exert significant influence on consumers’ purchase behaviour towards consumer goods during the economic crisis. However, the results found cultural and social factors to exert useful influence on the consumers’ purchase behaviour towards consumer goods. The study recommends that organizations need to focus more on cultural compliance and societal acceptance of their offerings, than focusing on the traditional marketing mix. While helping the organizations manufacturing or marketing consumer goods in the middle east region during the economic crisis, this study would add more value and variety to the available literature. While the findings of this study could also be used by individuals dealing with consumer products in similar markets to redefine their product offerings, by taking the cultural and social issues into consideration, this study could act as a point of reference for future researchers. This study has provided a unique perspective related to the factors that drive consumers’ purchase behaviour towards consumer goods in the middle east region, during the economic crisis. These observations could also be generalized and used in other countries that have similar cultural and social affiliations.

Suggested Citation

  • Rohanaraj Thangarasa Tiburtrious Andrew, 2023. "The Purchase Behaviour Towards Consumer Goods During Economic Crisis – A Middle Eastern Perspective," Economics, Sciendo, vol. 11(1), pages 85-106, June.
    • Handle: RePEc:vrs:econom:v:11:y:2023:i:1:p:85-106:n:12
    DOI: 10.2478/eoik-2023-0001
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    References listed on IDEAS

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    1. Małgorzata Łatuszyńska & Fatimah Furaiji & Agata Wawrzyniak, 2012. "An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances Market," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 6(3), September.
    2. Fage Bradley & Vasilev Aleksandar, 2021. "Understanding the Effect of a Soft Drinks Industry Levy on Consumer Well-Being in the UK: First Estimates," Economics, Sciendo, vol. 9(1), pages 25-42, June.
    3. Mohammad Hasan Aghdaie & Parham Fami Tafreshi & Majid Behzadian, 2014. "Customer-oriented benefit segmentation: an integrated approach," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 8(2), pages 168-189.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumers’ purchase behaviour; Financial Crisis; Austerity; Marketing mix; Cultural factor and Social factor;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C39 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Other
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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