Exploring the Influential Factors of Consumer Purchasing Decisions for Date Fruit in Saudi Arabia: A Study of Marketing, Individual, and Social Factors.

Abstract

The date fruit industry holds economic and cultural importance in Saudi Arabia. Ranking Saudi Arabia as the world's third-largest producer, dates are vital agricultural products which contribute greatly to its economy. Still, the date fruit industry faces changes due to shifting consumer demands. Recent data shows fluctuations in date consumption, highlighting the need to understand consumer buying behaviours. With Saudi Arabia's push for modernisation and economic diversification, traditional practices like date consumption during religious and social events might be influenced by evolving cultural norms and values. This study focuses on an essential aspect of business - the consumer. It explores the influential factors influencing consumer buying decisions regarding date fruit in Saudi Arabia by looking closely at the roles of social, individual, and marketing factors in shaping consumer buying decisions. The study utilises an exploratory sequential design within a mixed-methods approach, incorporating online focus groups and surveys. Initially, qualitative data was gathered, including four participants, with the aim of exploring the predominant factors that influence consumer behaviours and attitudes in Saudi Arabia. Subsequently, quantitative data was collected by an online survey incorporating around 255 participants with ages ranging from 18 to 70 and beyond. The research findings reveal that social factors are the most powerful, influenced by Islamic recommendations, social norms and values, and peer opinions. Additionally, the desire to make an impression on others plays a role in shaping purchasing choices. Marketing strategies come next in influence, with attractive packaging playing a significant role, along with date festivals. While individual factors exhibit a comparatively lesser impact, the results indicate the Saudi consumers' awareness of dates' nutritional value as an energy source. These findings offer valuable insights for creating effective marketing strategies that boost sales and customer loyalty. Effective marketing techniques align with social and marketing elements to connect with Saudi consumers' values, preferences, and social context, promoting sustained growth in the date fruit industry.