Saudi consumers' attitudes towards advertising: a contemporary perspective

Abstract

The purpose of this paper is to examine Saudi consumers' attitudes towards advertising. While a number of studies have examined consumer attitudes towards advertising, most of them have been confined to Western country settings. This study investigates the consumer attitudes in a developing country. This study is based on a questionnaire survey conducted in Saudi Arabia. Using empirical research, the study examines demographic difference in consumers' attitudes towards advertising and analyses responses on advertising content. The paper discusses the marketing implications of these findings. This study makes a valuable contribution given the fact that there is a dearth of empirical studies covering studies of this nature in Saudi Arabia.