Saudi Cultural Missions Theses & Dissertations
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Item Restricted How does the customer experience in Saudi Arabia's luxury stores influence consumer behavior to shop at other branches in Europe?(Saudi Digital Library, 2025) Alsunaydi, Amjad; Eleonora, CattaneoSaudi Arabia, the largest economy in the MENA region, has experienced rapid economic and social transformation, with a growing young and affluent population that is increasingly influencing luxury consumption patterns. Despite the expansion of luxury retail options within the country, many Saudi consumers continue to prefer shopping abroad, particularly in Europe, where high-end brands and exceptional shopping experiences are deeply ingrained in the cultural fabric. This study examines why Saudi consumers favor international luxury shopping despite the rise in local options. Using a mixed-method approach, combining surveys and focus groups with frequent luxury shoppers, the research identifies the key factors influencing their purchasing behavior and highlights gaps in Saudi Arabia’s luxury retail market. The findings aim to provide insights into consumer expectations, focusing on aspects such as product availability, pricing disparities, customer service, and in-store experience. By understanding these factors, the study seeks to align the local luxury shopping experience with the evolving needs of Saudi consumers, thereby contributing to the country’s broader goals under Vision 2030 to retain more luxury spending within its borders. The results will offer valuable recommendations for luxury brands and retailers to enhance their offerings and capture a larger share of the domestic luxury market.18 0Item Restricted EXPLORING THE ROLE OF SCARCITY MESSAGES IN CONSUMER BEHAVIOR(Saudi Digital Library, 2024) Alomari, Marwah; Fu, JingjinAbstract Background The concept of scarcity in marketing has been extensively analyzed for its profound effects on consumer behavior and decision-making processes. Scarcity cues, whether supply-related, demand-related, or time-related, are strategically employed by marketers to enhance product appeal, create urgency, and influence purchasing intentions (Barton, Zlatevska and Oppewal, 2022). This study investigates the psychological foundations of scarcity and its implications for consumer perceptions, drawing on theories such as Reactance Theory (Brehm and Brehm, 1981) and Commodity Theory (Lynn, 1991; Brock and Brannon, 1992). Purpose This thesis aims to explore how scarcity-driven marketing strategies influence consumer behavior. It seeks to understand the differential impact of supply-related, demand-related, and time-related scarcity on consumer perceptions of product exclusivity and desirability. Additionally, it examines the role of hedonic and utilitarian values in moderating the effectiveness of scarcity cues (Hirschman and Holbrook, 1982; Shao and Li, 2021; Barton, Zlatevska and Oppewal, 2022). Method A qualitative research design employing in-depth interviews was utilized to gather rich, detailed data from participants exposed to scarcity marketing. Six participants from diverse backgrounds and socioeconomic statuses were selected through purposive sampling (Bryman, 2016). Data were analyzed using thematic analysis, following Braun and Clarke's (2014) six-phase process. Conclusion The findings reveal that scarcity cues significantly enhance product desirability and perceived exclusivity, particularly for hedonic products. Supply-related scarcity cues are more effective for products associated with self-expression and emotional gratification, while demand-related scarcity cues resonate more with utilitarian products. Time-related scarcity generates urgency, positively influencing consumer attitudes toward promotions (Wang et al., 2021). Reactance Theory explains consumer behavior in response to perceived threats to freedom, leading to increased attraction to scarce products (Purnomo, 2023). Commodity Theory underscores the value and desirability associated with scarce commodities (Lynn, 1991). The paper highlights the importance of understanding consumer motivations and the strategic use of scarcity in marketing to optimize engagement and drive purchase decisions(Barton, Zlatevska and Oppewal, 2022).16 0Item Restricted EXPLORING THE ROLE OF SCARCITY MESSAGES IN CONSUMER BEHAVIOR(Saudi Digital Library, 2024) Alomari, Marwah; Fu, JingjinAbstract Background The concept of scarcity in marketing has been extensively analyzed for its profound effects on consumer behavior and decision-making processes. Scarcity cues, whether supply-related, demand-related, or time-related, are strategically employed by marketers to enhance product appeal, create urgency, and influence purchasing intentions (Barton, Zlatevska and Oppewal, 2022). This study investigates the psychological foundations of scarcity and its implications for consumer perceptions, drawing on theories such as Reactance Theory (Brehm and Brehm, 1981) and Commodity Theory (Lynn, 1991; Brock and Brannon, 1992). Purpose This thesis aims to explore how scarcity-driven marketing strategies influence consumer behavior. It seeks to understand the differential impact of supply-related, demand-related, and time-related scarcity on consumer perceptions of product exclusivity and desirability. Additionally, it examines the role of hedonic and utilitarian values in moderating the effectiveness of scarcity cues (Hirschman and Holbrook, 1982; Shao and Li, 2021; Barton, Zlatevska and Oppewal, 2022). Method A qualitative research design employing in-depth interviews was utilized to gather rich, detailed data from participants exposed to scarcity marketing. Six participants from diverse backgrounds and socioeconomic statuses were selected through purposive sampling (Bryman, 2016). Data were analyzed using thematic analysis, following Braun and Clarke's (2014) six-phase process. Conclusion The findings reveal that scarcity cues significantly enhance product desirability and perceived exclusivity, particularly for hedonic products. Supply-related scarcity cues are more effective for products associated with self-expression and emotional gratification, while demand-related scarcity cues resonate more with utilitarian products. Time-related scarcity generates urgency, positively influencing consumer attitudes toward promotions (Wang et al., 2021). Reactance Theory explains consumer behavior in response to perceived threats to freedom, leading to increased attraction to scarce products (Purnomo, 2023). Commodity Theory underscores the value and desirability associated with scarce commodities (Lynn, 1991). The paper highlights the importance of understanding consumer motivations and the strategic use of scarcity in marketing to optimize engagement and drive purchase decisions(Barton, Zlatevska and Oppewal, 2022).25 0Item Restricted THE EFFECT OF HOSTING PRESTIGIOUS SPORTING EVENTS ON RESIDENTS’ PSYCHOLOGICAL AND BEHAVIORAL RESPONSES: THE CASE OF RIYADH, SAUDI ARABIA(Saudi Digital Library, 2025) Baalayan, Anas; Yong, Jae KoThis study examines how hosting prestigious international sport events influences residents’ psychological outcomes and behavioral responses in Riyadh, Saudi Arabia. Drawing on Trust Transfer Theory, the research investigates whether trust in prestigious events is transferred to positive perceptions of city brand reputation, civic pride, place attachment, quality of life, and support for future events. A cross-sectional survey of 305 Riyadh residents was conducted, and data were analyzed using confirmatory factor analysis (CFA), structural equation modeling (SEM), and ANOVA. Results show that event prestige significantly enhanced city brand reputation, which in turn increased civic pride and place attachment. Place attachment had a positive influence on perceived quality of life, revisit intention, and support for future event hosting, supporting the hypothesized model. While overall gender and generational cohort effects were not significant, differences emerged among female generational groups: younger women showed higher support for future events and greater intention to revisit compared to older cohorts. These findings highlight the importance of considering gendered generational dynamics when planning event legacies. The study offers theoretical contributions by expanding Trust Transfer Theory in a sport event context and practical insights for Vision 2030 planners on leveraging event prestige to improve resident well-being and city branding.18 0Item Restricted AN ASSESSMENT OF THE IMPACT OF COVID-19 PANDEMIC ON CONSUMER BEHAVIOR AND RETAILERS' BUSINESS MODEL IN THE KINGDOM OF SAUDI ARABIA(University of Central Florida, 2023) Alfardan, Bader; O'Neal,ThomasThis study aims to explore the impact of COVID-19 on consumer buying behavior and shifts in retail business models within the Kingdom of Saudi Arabia, in response to the challenges introduced by the pandemic. The study had several objectives, including examining the global impact of the pandemic on retail consumers, analyzing variations in the effect on luxury and essential products, investigating the strategies employed by physical store retailers to address the consequences of COVID-19, and providing recommendations for retailers to operate sustainably in the future. To achieve these objectives, the study utilized a mixed-methods approach, integrating quantitative and qualitative research. Data was collected from 180 consumer respondents via a quantitative survey questionnaire and from eight retailers through one-on-one interviews. Reliability analysis was conducted using Cronbach's Alpha. Subsequently, the data was evaluated through frequency and cross-tabulation methods, while interview transcripts served to corroborate and contrast the quantitative findings. The study revealed that the COVID19 pandemic significantly altered consumer shopping patterns. There was a heightened demand for groceries, essentials, health and hygiene products, while non-essentials and luxury items experienced reduced demand. Consumers showed a preference for online retail platforms over traditional brick-and-mortar stores. Based on these findings, Saudi Arabian retailers are advised to exploit a hybrid model, blending online and physical stores in the post-COVID period, and to establish multiple online sales touchpoints. Luxury retailers, in particular, are encouraged to diversify their portfolio range to include value-for-money options, leverage social media marketing to promote their offerings, and improve consumer perceptions around online purchasing, specifically in the areas of delivery and return policies.53 0