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Clothing and Apparel Industry

C/M/2342. Female Saudi Arabian shoppers attitudes to luxury brands

WORDS:

5000

DATE:

2011

PRICE:

59.99 GBP

This paper focuses on female Saudi Arabian shoppers attitudes to luxury brands. The paper aims to review the current and past marketing strategies for luxury brands by foreign companies in Saudi Arabia to reach out to the female consumer base, review the perceptions of female luxury brand shoppers towards these strategies and the various segments of the female consumer base more likely to be enticed by these strategies, to review the creative media and advertising strategies foreign companies marketing luxury goods in Saudi Arabia to female consumers have tried to come up with so far, to review the impact of promoting luxury goods through webvertising, celebrity endorsement and word of mouth strategies on the Saudi female consumer base, and to review whether the impact on advertising venues due to the cultural and religious barriers in Saudi Arabia has eased in modern times thus posing less of a problem in reaching out to Saudi female shoppers. The review of literature examines a range of topics, some including the Saudi female consumer base, female consumer motivations, and Gucci. The methodology is detailed, and the paper then outlines the results. The findings from the research are examined, and the paper concludes with recommendations.

KEYWORDS: Female shoppers, Saudi Arabia, luxury brands, marketing strategies, creative media, advertising strategies, webvertising, celebrity endorsement, cultural barriers, religious barriers, Gucci,