The area of consumer behavior requires a more modern research approach and understanding cultural influences in international markets and potential for growth is required for marketers (Alserhan et al, 2015). This is a result of an increasingly competitive market and requires brands to overcome cultural barriers and adapt to environments where consumers have different behaviors and wants (Luna and Gupta, 2001). This is important in countries where a strong cultural foundation is embedded. In particular in countries of the Gulf Corporation Council (GCC) where Arab women endure strict religious value and family traditions (REF). According to (Cervellon and Coudriet, 2013) this group of consumer’s represent one of the wealthiest and fastest growing consumer segments. They are renowned for their admiration of and desire for luxury goods, suggesting that past research would assume they possess similar motivations to consume these products.
Shavitt (1989) suggest consumers are influenced by their attitude when choosing a luxury product. For example, they seek brands who reflect their values and beliefs or the social image they have created. The functional theory of attitude, underlines the role of attitudes in serving social functions such as self-presentation and self-expression. It suggests that when purchasing from luxury brands, a consumer wishes to use this brand as a way of revealing their individuality and personal values, thus serving as a self-expression attitude. A self-presentation attitude can also be seen to convey social image (Wilcox et al, 2009).
Due to core values and beliefs differing bwteen Eastern and Western consumer’s, the interest in researching the effect cultural influences have on consumer behavior is growing (Alserhan et al, 2015). It is said that consumer behavior differs based on variation in individualism and collectivism cultures. Understanding the difference between these cultures provides in depth knowledge of consumer characteristics, attitudes and behaviors (REF). Aaker and Schmitt (2001) argue that consumer’s use brands for self-expression purposes in both individualist and collectivist cultures. They suggest differentiation is the main reason consumer’s purchase from brands in an individualist culture where as brands are used for assimilation in collectivist cultures. There is considerable knowledge based on understanding cultural difference, however, a deeper understanding of how consumer’s use brands across cultures and why will help engage in the assumption we have of using brands as a means of self-expression (REF).
Brand personality can be defined as “the set of characteristics associated with a brand” (Aaker, 1997, p.347). This is where consumers can link an underlying symbolic or self-expressive function to the brand allowing them to express their self through the goods they purchase. This communicates who they are or who they would like to be, in terms of their identity and individuality which increases self-esteem, highlights personal success and grants them social approval (REF).
Although there are difference in the consumption of luxury brands depending on culture, motivations to purchase luxury brands also differ based on culture (Alsrhan, 2009). This is evident through collectivist cultures being associating with each other through common values, interests, norms and social practices (Etzioni, 1968) which shows they perceive their self in a depersonalized way. Therefore, because they are less concerned with displaying individuality they show tendencies of a collectivist consumer type and are more likely to engage in self-monitoring and have a stronger self-presentation attitude. In comparison consumers of an individualist culture are focused on portraying uniqueness, initiative and independence, therefore have a stronger self-expression attitude and need to stand out (Hofstede et al, 1991).
It can be said The Middle East is a unique culture due to its individual pattern of life and how consistent it is within the region in comparison to others around the world (REF). Wallstrom et al. (2010) suggests Arabs are equal with China on power distance (80) and fall between Australia ans Japan on uncertainty avoidance (68). This indicates that firstly that brands are consumed for self-expression purposes creating an emphasis on inequality and hierarchy. Secondly the proceeding result suggests that perhaps Arabs feel that luxury brands do not matter as much when trying to express individuality. Sulaiman and Willet (2003) argue Muslim countries are low on uncertatinty avoidance which is seen to be align with Islamic teaching.
The majority of Arab women in the Gulf states, boast a particular ccharacteristic of being Muslim. The way in which Muslim women spend their money highlights the impact Islam has on consumption. A study conducted by Briegel and Zivkovic (2008) found 95 percent of respondents were influenced by Islam when spending. They challenge the perception of women as “consumer’s, juxtaposed to men as breadwinners, (which) have been central elements of western modernity”. The participants were also of Islamic religion and believed the teaching of islam has shped the culture of the region. Therefore, investigating this perspective could prove ….?
In a study conducted by …. Found the research sample linked the goods they purchase to personal happiness and status. This is supported by Alserhan (2009), who argues consuming luxury brands in the Arab region has become a norm. furthermore, those more interested in purchasing luxury goods were Emirati nationals who had a borader knowledge of other cultures, which is unsurprising given the number of students from the region who wish to improve their education through travel, influencing their consumption habits.
An important feature of Arab culture is the focus on on socialization and same-sex gatherings. During these gatherings, women are encouraged to speak frrely about their lifesytles in which they exchange opinions of products and brands. This serves as a powerful amkreting tool where word-of-mouth becomes potent for brands,. Therefore, as a result of building an emotional relationship with their customers, luxury brands will make their customers positively talk about their brands. If this is attained the number of customers using the luxury brand will increase.
Brand Influence and Luxury Products (Who buys luxury brands?)
Millenials are concerned with making impressions on others through their fashion choices and physical appearance (Husic & Cicic, 2009). They strive for approval from others therefore the use of luxury goods as status symbols helps them convey a certain image to peer groups. This is supported by Wicklund and Gollwitzer (1982) who state “Prestige has always been designated as constituting a basic symbol of one’s social standing or status”. This suggests that many consumer’s purchase goods solely on the basis of satisfying a desire for symbolic meanings. Visible products such as clothing, automobiles, superyachts etc are sensitive to social influence as a display of wealth. However, the “logofictation” of the handbag through use of symbols that are instantly recognisable is the master of of the luxury industry (Husic and Cicic, 2009) and has created a – that you are not what you wear but who you wear (Twitchell, 2001).