The Emirati Consumers’ Buying Behaviors

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Introduction

There is no use denying the fact that modern world is based on market relations. Nowadays, every state is able to exist and function due to the main aspects of market-driven economy. People and organizations buy certain goods and in this way they promote further development of the whole industry.

These regularities are peculiar to the majority of countries in the world nowadays. That is why, it is absolutely vital for coherent society to save existing model as the whole prosperity of the world depends on it. Additionally, it is possible to say that there are regions where some certain sorts of goods are distributed better than others.

It is connected with the peculiarities of development of the area and culture of people who live there (Luxury Goods in the United Arab Emirates, 2014). Special demand leads to the development of a certain kind of industry which, in its turn, influences the whole economy of a state.

Nevertheless, especially important it becomes if the demand of a customer and his/her buying behavior depend on the presence or absence of a certain kind of goods (Worldwide luxury goods continues double-digit annual growth; global market now tops €200 billion, finds Bain & Company, 2013).

Under these conditions, the aim of this work is to analyze the Emirati consumer’s buying behaviors based on luxury goods prices and the character of the good of this sort (Pivac, 2014). This question seems to be rather significant within the framework of the development of the UAE industry and market because people, who buy luxury goods, serve as the main force for the development of economy (Luxury Goods in the United Arab Emirates, n.d.).

That is why, it is very important to understand all aspects which influence the choice of these people and mechanisms of the formation of their behavior.

Background

It is obvious that there is a great number of different scientists who devote their works to the investigation of this very issue. The thing is that being very important, it can influence situation in the region greatly. Nowadays, the UAE is one of the richest states in the world and it is obvious that great attention is given to purchasing ability of its citizens and their buying behavior in order to understand better what kind of goods could be sold better and start manufacturing and promoting these very products (Ligaya, 2010).

Under these conditions, it becomes very important to understand the situation it the country and world in the whole. Additionally, the UAE can be also characterized by the high level of incomes among youth as very often they are either heritors of a great capital or partners in some business usually connected with oil manufacturing and distribution (Maceda, 2013).

Taking these facts into account, it is possible to say that very often oscillations in the mood of a customer can influence his/her attitude towards a certain good or service and influence his/her decision whether to buy a good or not. That is why, the influence of the positive or negative attitude towards a certain object should also be investigated.

Theoretical framework

It is no use denying the fact that the issue of consumers buying behavior has its own theoretical basis. It should be said that a great number of different factors influence the attitude of a person towards some good and it, in its turn, influences their final decision whether to buy a good or not.

Additionally, there is a great number of additional concepts and forces which influence the process of decision making of a customer. Under these conditions, it should be suggested that the Theory of Reasoned Action could be applied to this issue. This theory states that there are certain factors which influence and predict a behavioral intention of a person and in such a way make him/her buy certain good.

That is why, it is possible to say that the main key points of this theory could be used to investigate the problem. To show the possible ways of the implementation of the theory and directions for analysis it is possible to create a conceptual map which takes into account all these issues.

Locally produced luxury products

With this in mind, it is possible to say that there are at least three important factors which influence decision making and attitude of a customer towards a good.

Study Constructs and Variables

Talking about different buying behaviors and attitude of people towards certain goods, it is impossible not to mention different statistical data and numbers which are able to show the state of affairs peculiar to the sphere under investigation. With this in mind, it is possible to say that one of the main variables of the whole research will be the level of satisfaction of people while buying certain kinds of goods and answers of consumers connected with the most important aspects of the issue.

In order to get the needed variable a special survey is created and conducted among people who live in the UAE. It is also important to admit that statistical data obtained from this survey serves as the basis for the whole research as it helps to obtain clear image of the whole sphere and to analyze preferences of the targeted audience.

Additionally, hypothesis, created to support the research with a good theoretical basis and show peculiarities of the issue better, are also discussed in the paper and analyzed with the help of different theories and statistical data.

Hypotheses

Having outlined the main variables, concepts and theories which are used in the given research, it is possible to show the main hypothesis of our research and main research questions.

Research question

Which attitude-processing mode (affective or cognitive) typically helps Emiratis consumers between the ages of 25 and 35 to come to term with a product price? How does their high or low level of involvement moderate this process?

Hypothesis 1: The more Emirati consumers are involved towards luxury products, the higher the chance they will make decisions based on their emotions and tend to pay more.
Hypothesis 2: The Emirati consumer tends to spend more on locally produced luxury products rather than imported luxury goods
Hypothesis 3: Cultural peculiarities and financial growth of the UAE have led to the rise of level of involvement of Emirati buyers when it comes to luxury.

It becomes obvious that the main aim of the given research is to investigate preferences of the group of population of a certain age to understand peculiarities of customers attitude towards certain price and influence of its size on the intention of a person to buy a good better.

Method

Sample Description

To support the work with clear evidence a special survey is created and conducted. The aim of any survey is to collect reliable and credible information. That is why, it is usually organized in the most clear way for respondents to be able to follow it and answer its questions easily.

The survey for this research paper is placed online for the respondents to be able to participate in it in the form which is the most convenient for them. There are 20 questions in the essay which main aim is to investigate the main peculiarities of customers behavior of people in the UAE.

The total surveyed number is now 42, with 28 total valid and 14 total invalid (The Emirati consumers buying behavior, n.d). The preferable age of people is between 25 and 35 years. This period is chosen not accidentally as usually at this very period people are more likely to buy some thing which is associated with luxury and a certain lifestyle (Vel, Captain, Al-Abbas, & Al Hashemi, 2011).

It should also be said that the survey is still available on the site and due to this fact it is possible to monitor situation and add the latest changes to the research admitting the latest variations of the results.

Design of the study

Taking into account the character of the issue under investigation, the decision to use survey as the main tool which can collect the needed data is accepted. There are several reasons for this choice.

It is undeniable fact that consumers behavior is a very personal characteristics which varies and, that is why, only direct questions connected with the issue can help to find a good answer and determine certain regularities Wit this in mind, a certain survey is designed in order to obtain these answers.

Special survey tool OneClick Survey is used for these purposes. This survey is rather efficient and provides a great number of possibilities for data processing. It can help to calculate final results and present regularities and statistics connected with the survey. Additionally, great possibilities for the data analysis are also provided by this very tool.

That is why, it is chosen as the main service which can help to collect the needed data and process it, outlining certain peculiarities and regularities for their further discussion.

Scale and Questionnaire

The design of the survey implies the usage of a certain kind of questions. First of all, it should be said that the majority of questions have several variants and a respondent should choose one which fits the best his/her demands. Additionally, there are also questions which need detailed answer and there are no certain variants for a respondent to chose them.

These questions are needed to understand what factors can influence a persons consumer behavior as it is impossible to take all these factors into account and include them into the survey. Additionally, there are several questions connected with ratings. A person is given the task to evaluate some element of phenomenon for the researchers to be able to understand his/her attitude towards the issue.

A respondent should do it using the scale from 1 to 5 where 1 is not important or used rarely and 5 is the most important of frequently used. With this in mind, it is possible to say that it is the combined survey which uses different kinds of questions in order to obtain the most reliable and credible information which could be used in the following research paper.

Results

The data obtained with the help of the survey can be processed and certain results connected with the peculiarities of consumers behavior in the UAE could be obtained. It should be said that majority of respondents are females (21 women against 7 men).

Additionally, it should be mentioned that according to the survey they buy luxury products once a three month and are ready to spend 20-25% of their income on these products. All these results are obtained with the help of analysis of the data provided by the survey.

The tool OneClick Survey is used to calculate the data and present it in the form of a table with understandable numbers and results. It should also be said that logic approach is used to analyze the data. Resting on certain facts obtained from the survey it is possible to suggest some ideas connected with the issue.

Discussion

The results obtained from the survey provide the possibility to make a certain conclusion. First of all, it should be said that there is a great number of factors which influence the process of decision making of consumers in the UAE. These factors are connected with the price of a good and its origin.

Resting on the data, obtained from the survey, it is possible to say that low price is not the guaranty that a good will be bought. Moreover, majority of respondents have neutral attitude towards the price of a good. Nevertheless, it should be said that hypothesis that consumers in the UAE prefer to buy luxury goods which are manufactured in the UAE turned out to be irrelevant.

According to the survey, citizens of the UAE prefer foreign goods to local ones because of their quality and popularity. However, it is also possible to assume that blistering growth of the level of incomes of people in the UAE can be taken as one of the main reasons of the growth of interest towards luxury goods.

Respondents state that the increase of incomes will lead to the further growth of the interest towards this sort of goods. Besides, the majority of respondents state the fact that very often they decide to buy a good spontaneously. With this in mind, it is possible to say that two hypothesis of our research paper are true and there is a clear evidence to support them.

Limitations

It should be said that there are certain factors which influence the research. First of all, a small number of respondents should be admitted as this fact does not allow to obtain more reliable information. Additionally, impossibility to question really rich and influential people adds some limits.

Direction for the future Research in this area

It is possible to suggest further research connected with the issue of luxury goods and consumers behavior in the UAE as it is very important region with a great potential. That is why, possible aftermath of the growth of interest towards some other kinds of goods should be analyzed.

Conclusion

Having analyzed the main aspects of the Emirati consumer’s buying behaviors, it is possible to make a certain conclusion. It should be said that citizens of the UAE prefer to buy foreign products, without any occasion and very often for some private needs. Additionally, the price does not play significant role as high level of incomes promotes development of the demand on such goods.

References

Ligaya, A. (2010). Survey suggests luxuries have become a lifestyle in UAE. The National. Web.

Luxury Goods in the United Arab Emirates. (2014). Marketwatch. Web.

Luxury Goods in the United Arab Emirates. Euromonitor international. Web.

Maceda, C. (2013). UAE demand for luxury goods slows down. Gulf News. Web.

Pivac, Z. (2014). GCC’s luxury goods market continues to grow fast. Web.

The Emirati consumers buying behavior. Web.

Vel, K., Captain, A., Al-Abbas, R. & Al Hashemi, B. (2011), Luxury buying in the United Arab Emirates, Journal of Business and Behavioural Sciences, 23(3), pp. 145-160. @3b.

Worldwide luxury goods continues double-digit annual growth; global market now tops €200 billion, finds Bain & Company. (2013). Web.

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