Consumer decision-making and segmentation of dates market in Saudi Arabia
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Keywords
Abstract
The study aimed to investigate factors influencing purchasing of dates in Saudi Arabia and its market segmentation. Principal components analysis (PCA) and clustering were used on the data obtained by interviewing a sample of 280 people. The main findings indicated two major principal components (PCs) explaining consumer behaviour: marketing accounted for 51.7% of the population’s information and gender and job determine 20.83%. Clustering provided three groups of consumers: (1) poor or unemployed women interested in the lowest price, (2 ) wealthy women interested in marketing motivation and (3) less wealthy women interested in price promotion. The study recommended a pink marketing strategy for wealthy women.
Riferimenti bibliografici
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Altawail G.M. 2003. Gender segmentation and its implementation in Saudi Arabia. Thesis, Digitalization Project. 2281. Available at: http://Scholarworks.lib.csusb,edu/etd-project/2281
Assad S.W. 2007. The rise of consumerism in Saudi Arabian society. Inter J Com Manag. 17(1/2): 73–104. 10.1108/10569210710774767
Barrena R., Teresa García Mercedes Sanchez Garcia. 2017. The effect of emotions on purchase behaviour towards novel foods. An application of means–end chain methodology. Agrekon. 56(9): 1–18. 10.1080/03031853.2017.1307119
Bell H.A. 2011. A contemporary framework for emotions in consumer decision-making: moving beyond traditional models. Inter J Buss Soc Sci. 2: 12–16.
Benajiba N. 2020. Attitudes toward sweetened soft drinks and consumption patterns among Saudi women: a cross-sectional study. Eating Behav. 38(2020): 101413. 10.1016/j.eatbeh.2020.101413
Boone L.E. and Kurtz D.L. 2010 Contemporary Business. John Wiley, NJ.
Cappelli L., D’Ascenzo F., Ruggieri R., Rossetti F. and Scalingi A. 2019. The attitude of consumers towards “Made in Italy” products: an empirical analysis among Italian customers. Manag Market. 14(1): 31–47. 10.2478/mmcks-2019-0003
Carrera P. and Oceja L. 2007. Drawing mixed emotions: sequential or simultaneous experiences. Cognit Emotion. 21(2): 422–441. 10.1080/02699930600557904
Casas M.C. and Chinoperekweyi J. 2019. Colour psychology and its influence on consumer buying behavior: a case of apparel products. Saudi J Buss Manag Studies. 4(5): 441–456.
Choi J. 2016. Consumer impulse buying of food at festivals and events: understanding the role of sensory. Abstract of dissertation, Doctor of Philosophy, Department of Hospitality Management, College of Human Ecology, Kansas State University, Manhattan, KS.
Collier E.S, Harris K.L., Bendtsen M., Norman C. and Niimi N. 2023. Just a matter of taste? Understanding rationalizations for dairy consumption and their associations with sensory expectations of plant-based milk alternatives. Food Qual Pref. 104(2023): 104745. 10.1016/j.foodqual.2022.104745
Darroch J. 2015. The marketing to women handscape for 2015: trends, challenges and implications. Available at: https://www.huffingtonpost.co.uk/entry/the-marketing-to-women-la_b_6397784
Foxall G.R. 2007. Explaining consumer choice: coming to terms with intentionality. Behav Proc. 75(2): 45–129. 10.1016/j.beproc.2007.02.015
Gomes S., Nogueira M., Ferreira M. and Gregório M.J. 2017. Portuguese Consumers’ Attitudes Towards Food Labelling. Report of the WHO regional office for Europe and the Portuguese Ministry of Health. World Health Organization Regional Office for Europe, København, Denmark. 10.13140/RG.2.2.29400.55047
Gundala R.R., Nawaz N., Harindranath R. M., Boobalan K., Gajenderan V.K. 2022. Does gender moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon 8(2022): e10478. 10.1016/j.heliyon.2022.e10478
Hair J.F., Black W.C., Babin B.J. and Anderson R.E. 2009. Multivariate Data Analysis: A Global Perspective, 7th ed. Prentice Hall, Upper Saddle River, NJ, 761 p.
Hristov H., Millard J., Pravst I. and Janssen M. 2022. European household spending and socio-economic impacts on food behavior during the first wave of COVID-19. Front Nutr. 9: 869091. 10.3389/fnut.2022.869091
Kassarjian H. 1971. Personality and consumer behavior: a review. J Market Res. 8: 409–420. 10.2307/3150229
Kawa L.W., Rahmadian S.F. and Kumar S. 2013. Factors affecting consumer decision-making: a survey of young-adults on imported cosmetics in Jabodetabek, Indonesia. SIJ Trans Ind Fin Buss Manag (IFBM). 1(5): 175–180. 10.9756/SIJASREE/V1I3/0105420101
Kidwell B., Hardesty D.M. and Childers T.L. 2008. Consumer emotional intelligence: conceptualization, measurement, and the prediction of consumer decision making. J Consumer Res. 35(1): 154–166. 10.1086/524417
Kodali S., Telaprolu N. and Rani R. 2013. Influence of nutritional information on food labels on consumer buying. J Res ANGRAU 41(3): 114–116.
Koroknay Z., Kovacs S. and Pfau C. 2021. Gender differences in consumption habits and spending behaviour regarding food groups in one of the most obese countries in Europe. J Phys Edu Sport (JPES). 21(2): 791–796.
Kotler P. 2012. Kotler on Marketing. Free Press (Division of Simon and Schuster), New York, NY.
Kotler P., Kartajaya H. and Etiawan I. 2010. Marketing 3.0: From Products to customers to the Human Spirit. Wiley Hoboken, NJ. 10.1002/9781118257883
Kumpulainen T., Vainio A., Sandell M. and Hopia A. 2017. The effect of gender, age and product type on the origin induced food product experience among young consumers in Finland. Appetite. 123: 101–107. 10.1016/j.appet.2017.12.011
Li X.E., Jervis S.M. and Drake M.A. 2015. Examining extrinsic factors that influence product acceptance: a review. J Food Sci. 80(5): 901–922. 10.1111/1750-3841.12852
Manippa V., Padulo C., van der Laan L.N. and Brancucci A. 2017. Gender differences in food choice: effects of superior temporal sulcus stimulation. Front Hum Neurosci. 11: 597. 10.3389/fnhum.2017.00597
McDonald W.J. 1998. Consumer decision-making and altered states of consciousness: a study of dualities. J Bus Res. 42(3): 287–294. 10.1016/S0148-2963(97)00125-2
Milner T. and Rosenstreich D. 2013. A review of consumer decision-making models and development of a new model for financial services. J Fin Serv Mark. 18(2): 106–112. 10.1057/fsm.2013.7
Mor K. and Sethia S. 2015. An investigation of consumer buying behavior for food products: an empirical study of rural and urban areas of Haryana. Global J Manag Bus Res. 15(8): 7–11.
Nasser M. and Machus D. 2019. The role of factors influencing consumer behaviour in purchasing decision-making. Tishreen Univ J Econ Legal Sci Ser. 31: 147–150.
Nes K., Ciaian P. and Di-Marcantonio F. 2020. Economic determinants of differences in the composition of seemingly identical branded food products in the EU. Food Policy. 100(2021): 102020. 10.1016/j.foodpol.2020.102020
Ohen S.B., Umeze G.E. and Inyang E.O. 2014. Consumer purchasing behaviour for fruits and vegetables among civil servants in Essien Udim local government area, Akwa Ibom State, Nigeria. Food Sci Quality Manag. 23: 55–64.
Ozbun, T. 2021. Affordability vs sustainability when buying food in selected European countries. Available at: https://www.statista.com/statistics/1291719/affordability-vs-sustainability-when-buying-food-europe/
Pallant, J. 2007 “SPSS survival manual-A step by step guide to data analysis using SPSS for windows” Open Univ. Press, Bristol, PA.
Pappalardo G., Vita G. di, Via G. la., Romano S., Vastola A., Cozzi M. and D’Amico M. 2019. Exploring gender differences in the Italian traditional pizza consumption. Eco. Agro-Alim./ Food Eco. 21(1): 11–28. 10.3280/ECAG2019-001002
Perkov D. and Marinko-Jurčević M. 2018. Features of impulse buying in Croatian retail. Ekonomski Vjesnik/Econviews. 31(2): 349.
Peter, J.P. and Olson, J.C. 2010 “Consumer behaviour & marketing strategy” Homewood IL: Irwin, New York.
Raheem A.R., Vishnu P. and Ahmed A.M. 2014. Impact of product packaging on consumers buying behaviour. Eur J Sci 122(2): 125–134.
Saleh M.A.H., Alothman B. and Alhoshan L. 2013. Impact of gender, age and income on consumers’ purchasing responsiveness to free-product samples. Res J Inter Stud. 26(2013).
Saudi Government Portal. 2022. National unified portal for government services. Women empowerment. 2030 Vision. Available at: https://www.my.gov.sa/wps/portal/snp/main?lang=en
Schiffman L.G. and Kanuk L.L. 2000. Consumer Behaviour. Prentice Hall, Upper Saddle River, NJ.
Silvestri C., Aquilani B., Piccarozzi M. and A. Ruggieri A. 2020. Beef traditional food: consumer before purchase preferences based on quality. Ital J Food Sci. 32: 16–44. 10.1080/08974438.2019.1599754
Solomon M.R. 1996. Consumer Behaviour: Buying, Having and Being. Pearson Prentice Hall, London.
Strambu-Dima A. 2022. Food-related consumer behavior endorsing European food chain sustainability—a marketing study on the Romanian consumer. Sustainability. 14(15): 9045. 10.3390/su14159045
Tabachnick B.G. and Fidell L.S. 2007. Using Multivariate Statistics. Pearson, New York, NY.
Taylor S. 2008. Reconciling satisfaction, emotions, attitudes, and ambivalence within consumer models of judgment and decision-making: a cautionary tale. J Cons Satisf Dissatisf Compl Behav. 21.
Tuncalp S. 1988. The marketing research scene in Saudi Arabia. Eur J Market. 22: 15. 10.1108/EUM0000000005282
World Bank. 2022. Women, Business and the Law 2022. World Bank, Washington, DC. Available at: https://openknowledge.worldbank.org/handle/10986/36945
Xaba T. and Dlamini S. 2021. Factors associated with consumption of fruits and vegetables amongst adults in the Alfred Duma Local Municipality, Ladysmith, South African. J Clin Nutr. 34(2): 72–83. 10.1080/16070658.2019.1697037
Zinoubi Z.G. 2021. Local food consumption during the COVID-19 pandemic. Ital J Food Sci. 33(4): 21–30. 10.15586/ijfs.v33i4.2079
Alshamari F., Jeremy W., Songyer H. and Voun-Kyyung K. 2019. Gender differences in motivations to attend festivals in Saudi Arabia. Int Hosp Rev. 2: 126–141. 10.1108/IHR-06-2019-0009
Altawail G.M. 2003. Gender segmentation and its implementation in Saudi Arabia. Thesis, Digitalization Project. 2281. Available at: http://Scholarworks.lib.csusb,edu/etd-project/2281
Assad S.W. 2007. The rise of consumerism in Saudi Arabian society. Inter J Com Manag. 17(1/2): 73–104. 10.1108/10569210710774767
Barrena R., Teresa García Mercedes Sanchez Garcia. 2017. The effect of emotions on purchase behaviour towards novel foods. An application of means–end chain methodology. Agrekon. 56(9): 1–18. 10.1080/03031853.2017.1307119
Bell H.A. 2011. A contemporary framework for emotions in consumer decision-making: moving beyond traditional models. Inter J Buss Soc Sci. 2: 12–16.
Benajiba N. 2020. Attitudes toward sweetened soft drinks and consumption patterns among Saudi women: a cross-sectional study. Eating Behav. 38(2020): 101413. 10.1016/j.eatbeh.2020.101413
Boone L.E. and Kurtz D.L. 2010 Contemporary Business. John Wiley, NJ.
Cappelli L., D’Ascenzo F., Ruggieri R., Rossetti F. and Scalingi A. 2019. The attitude of consumers towards “Made in Italy” products: an empirical analysis among Italian customers. Manag Market. 14(1): 31–47. 10.2478/mmcks-2019-0003
Carrera P. and Oceja L. 2007. Drawing mixed emotions: sequential or simultaneous experiences. Cognit Emotion. 21(2): 422–441. 10.1080/02699930600557904
Casas M.C. and Chinoperekweyi J. 2019. Colour psychology and its influence on consumer buying behavior: a case of apparel products. Saudi J Buss Manag Studies. 4(5): 441–456.
Choi J. 2016. Consumer impulse buying of food at festivals and events: understanding the role of sensory. Abstract of dissertation, Doctor of Philosophy, Department of Hospitality Management, College of Human Ecology, Kansas State University, Manhattan, KS.
Collier E.S, Harris K.L., Bendtsen M., Norman C. and Niimi N. 2023. Just a matter of taste? Understanding rationalizations for dairy consumption and their associations with sensory expectations of plant-based milk alternatives. Food Qual Pref. 104(2023): 104745. 10.1016/j.foodqual.2022.104745
Darroch J. 2015. The marketing to women handscape for 2015: trends, challenges and implications. Available at: https://www.huffingtonpost.co.uk/entry/the-marketing-to-women-la_b_6397784
Foxall G.R. 2007. Explaining consumer choice: coming to terms with intentionality. Behav Proc. 75(2): 45–129. 10.1016/j.beproc.2007.02.015
Gomes S., Nogueira M., Ferreira M. and Gregório M.J. 2017. Portuguese Consumers’ Attitudes Towards Food Labelling. Report of the WHO regional office for Europe and the Portuguese Ministry of Health. World Health Organization Regional Office for Europe, København, Denmark. 10.13140/RG.2.2.29400.55047
Gundala R.R., Nawaz N., Harindranath R. M., Boobalan K., Gajenderan V.K. 2022. Does gender moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon 8(2022): e10478. 10.1016/j.heliyon.2022.e10478
Hair J.F., Black W.C., Babin B.J. and Anderson R.E. 2009. Multivariate Data Analysis: A Global Perspective, 7th ed. Prentice Hall, Upper Saddle River, NJ, 761 p.
Hristov H., Millard J., Pravst I. and Janssen M. 2022. European household spending and socio-economic impacts on food behavior during the first wave of COVID-19. Front Nutr. 9: 869091. 10.3389/fnut.2022.869091
Kassarjian H. 1971. Personality and consumer behavior: a review. J Market Res. 8: 409–420. 10.2307/3150229
Kawa L.W., Rahmadian S.F. and Kumar S. 2013. Factors affecting consumer decision-making: a survey of young-adults on imported cosmetics in Jabodetabek, Indonesia. SIJ Trans Ind Fin Buss Manag (IFBM). 1(5): 175–180. 10.9756/SIJASREE/V1I3/0105420101
Kidwell B., Hardesty D.M. and Childers T.L. 2008. Consumer emotional intelligence: conceptualization, measurement, and the prediction of consumer decision making. J Consumer Res. 35(1): 154–166. 10.1086/524417
Kodali S., Telaprolu N. and Rani R. 2013. Influence of nutritional information on food labels on consumer buying. J Res ANGRAU 41(3): 114–116.
Koroknay Z., Kovacs S. and Pfau C. 2021. Gender differences in consumption habits and spending behaviour regarding food groups in one of the most obese countries in Europe. J Phys Edu Sport (JPES). 21(2): 791–796.
Kotler P. 2012. Kotler on Marketing. Free Press (Division of Simon and Schuster), New York, NY.
Kotler P., Kartajaya H. and Etiawan I. 2010. Marketing 3.0: From Products to customers to the Human Spirit. Wiley Hoboken, NJ. 10.1002/9781118257883
Kumpulainen T., Vainio A., Sandell M. and Hopia A. 2017. The effect of gender, age and product type on the origin induced food product experience among young consumers in Finland. Appetite. 123: 101–107. 10.1016/j.appet.2017.12.011
Li X.E., Jervis S.M. and Drake M.A. 2015. Examining extrinsic factors that influence product acceptance: a review. J Food Sci. 80(5): 901–922. 10.1111/1750-3841.12852
Manippa V., Padulo C., van der Laan L.N. and Brancucci A. 2017. Gender differences in food choice: effects of superior temporal sulcus stimulation. Front Hum Neurosci. 11: 597. 10.3389/fnhum.2017.00597
McDonald W.J. 1998. Consumer decision-making and altered states of consciousness: a study of dualities. J Bus Res. 42(3): 287–294. 10.1016/S0148-2963(97)00125-2
Milner T. and Rosenstreich D. 2013. A review of consumer decision-making models and development of a new model for financial services. J Fin Serv Mark. 18(2): 106–112. 10.1057/fsm.2013.7
Mor K. and Sethia S. 2015. An investigation of consumer buying behavior for food products: an empirical study of rural and urban areas of Haryana. Global J Manag Bus Res. 15(8): 7–11.
Nasser M. and Machus D. 2019. The role of factors influencing consumer behaviour in purchasing decision-making. Tishreen Univ J Econ Legal Sci Ser. 31: 147–150.
Nes K., Ciaian P. and Di-Marcantonio F. 2020. Economic determinants of differences in the composition of seemingly identical branded food products in the EU. Food Policy. 100(2021): 102020. 10.1016/j.foodpol.2020.102020
Ohen S.B., Umeze G.E. and Inyang E.O. 2014. Consumer purchasing behaviour for fruits and vegetables among civil servants in Essien Udim local government area, Akwa Ibom State, Nigeria. Food Sci Quality Manag. 23: 55–64.
Ozbun, T. 2021. Affordability vs sustainability when buying food in selected European countries. Available at: https://www.statista.com/statistics/1291719/affordability-vs-sustainability-when-buying-food-europe/
Pallant, J. 2007 “SPSS survival manual-A step by step guide to data analysis using SPSS for windows” Open Univ. Press, Bristol, PA.
Pappalardo G., Vita G. di, Via G. la., Romano S., Vastola A., Cozzi M. and D’Amico M. 2019. Exploring gender differences in the Italian traditional pizza consumption. Eco. Agro-Alim./ Food Eco. 21(1): 11–28. 10.3280/ECAG2019-001002
Perkov D. and Marinko-Jurčević M. 2018. Features of impulse buying in Croatian retail. Ekonomski Vjesnik/Econviews. 31(2): 349.
Peter, J.P. and Olson, J.C. 2010 “Consumer behaviour & marketing strategy” Homewood IL: Irwin, New York.
Raheem A.R., Vishnu P. and Ahmed A.M. 2014. Impact of product packaging on consumers buying behaviour. Eur J Sci 122(2): 125–134.
Saleh M.A.H., Alothman B. and Alhoshan L. 2013. Impact of gender, age and income on consumers’ purchasing responsiveness to free-product samples. Res J Inter Stud. 26(2013).
Saudi Government Portal. 2022. National unified portal for government services. Women empowerment. 2030 Vision. Available at: https://www.my.gov.sa/wps/portal/snp/main?lang=en
Schiffman L.G. and Kanuk L.L. 2000. Consumer Behaviour. Prentice Hall, Upper Saddle River, NJ.
Silvestri C., Aquilani B., Piccarozzi M. and A. Ruggieri A. 2020. Beef traditional food: consumer before purchase preferences based on quality. Ital J Food Sci. 32: 16–44. 10.1080/08974438.2019.1599754
Solomon M.R. 1996. Consumer Behaviour: Buying, Having and Being. Pearson Prentice Hall, London.
Strambu-Dima A. 2022. Food-related consumer behavior endorsing European food chain sustainability—a marketing study on the Romanian consumer. Sustainability. 14(15): 9045. 10.3390/su14159045
Tabachnick B.G. and Fidell L.S. 2007. Using Multivariate Statistics. Pearson, New York, NY.
Taylor S. 2008. Reconciling satisfaction, emotions, attitudes, and ambivalence within consumer models of judgment and decision-making: a cautionary tale. J Cons Satisf Dissatisf Compl Behav. 21.
Tuncalp S. 1988. The marketing research scene in Saudi Arabia. Eur J Market. 22: 15. 10.1108/EUM0000000005282
World Bank. 2022. Women, Business and the Law 2022. World Bank, Washington, DC. Available at: https://openknowledge.worldbank.org/handle/10986/36945
Xaba T. and Dlamini S. 2021. Factors associated with consumption of fruits and vegetables amongst adults in the Alfred Duma Local Municipality, Ladysmith, South African. J Clin Nutr. 34(2): 72–83. 10.1080/16070658.2019.1697037
Zinoubi Z.G. 2021. Local food consumption during the COVID-19 pandemic. Ital J Food Sci. 33(4): 21–30. 10.15586/ijfs.v33i4.2079
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Sep 24, 2023
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Alali, B. M., Mosbah, E. B., & Ali, A. (2023). Consumer decision-making and segmentation of dates market in Saudi Arabia. Italian Journal of Food Science, 35(3), 141-154. https://doi.org/10.15586/ijfs.v35i3.2314
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Come citare
Alali, B. M., Mosbah, E. B., & Ali, A. (2023). Consumer decision-making and segmentation of dates market in Saudi Arabia. Italian Journal of Food Science, 35(3), 141-154. https://doi.org/10.15586/ijfs.v35i3.2314