Exploring the Influence of cultural sensitivity and Localisation on Luxury Consumption in the Middle East (GCC)

Abstract

This study explores the influence of local culture and religious beliefs on consumer behavior, attitudes, and perceptions toward luxury brands in the Gulf Cooperation Council (GCC) region. It aims to provide insights into how luxury brands can effectively implement localization strategies to resonate with GCC consumers. Drawing on Hofstede's cultural dimensions theory, the research investigates the interplay between cultural factors, such as social status, religious beliefs, and community values, and luxury brand consumption in the GCC. Using a quantitative research design, data were collected through structured online surveys targeting luxury consumers across the GCC. The findings reveal that cultural relevance and religious sensitivity are paramount in shaping GCC consumers' preferences and loyalty towards luxury brands. A significant majority of respondents highlighted the importance of aligning luxury brands with local cultural values and religious beliefs, indicating that such alignment significantly impacts their purchasing decisions and brand loyalty. The study also finds that effective localization strategies, including engagement with local events and adaptation of products to reflect local cultural symbols, can greatly enhance consumer perceptions and loyalty. These results underscore the need for luxury brands to balance global appeal with local relevance to succeed in the GCC market. By integrating cultural values, traditions, and religious practices into their branding and marketing efforts, luxury brands can foster deeper connections with GCC consumers, ensuring long-term brand loyalty and market success.