The role of cosmopolitanism on perceptions of authenticity of perfumes and consumer behaviour: an investigation in Saudi Arabia
Year: 2015
Type: dissertation
Abstract: Consumer demand for perfumes in Saudi Arabia is strong but with the demand increasingly focused on perfumes imported from Western countries rather than on traditional perfumes made in Saudi Arabia. There is, however, little information to understand why Saudi Arabian consumers appear to prefer Western perfumes. It may be because Saudi Arabian consumers are being increasingly exposed to, and have interactions with, other cultures both in Saudi Arabia and overseas. As such, they may be more cosmopolitan in their attitudes and consumption, and their perception of what is authentic is changing.
Author: Ghada Ahmed ALdrees
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
Funder: Saudi Arabian Cultural Mission
OpenAlex ID: W196082108